Handbook of Research on International Advertising pdf epub mobi txt 电子书 下载 2024


Handbook of Research on International Advertising

简体网页||繁体网页
Shintaro Okazaki
Edward Elgar Publishing Ltd
2012-2-29
576
0
Hardcover
9781783476015

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发表于2024-12-24

Handbook of Research on International Advertising epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Handbook of Research on International Advertising epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Handbook of Research on International Advertising pdf epub mobi txt 电子书 下载 2024



图书描述

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

Handbook of Research on International Advertising 下载 mobi epub pdf txt 电子书

著者简介

Shintaro Okazaki, Professor of Marketing, Department of Management, King's College London, UK


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