New Directions in International Advertising Research
Description
This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.
Keywords
Business & EconomicsAdvertising & PromotionIndustriesMedia & CommunicationsSales & Selling
2002Book
Author(s)Taylor, Charles R.
PublisherEmerald Group Publishing Limited
ISBN9780762309504
LanguageEnglish
