New directions in international advertising research

• Other Authors: Taylor, Charles R., 1961-
• Format: eBook
• Language: English
• Published: Amsterdam ; Boston : JAI, 2002.
• Series: Advances in international marketing ; v. 12.
• Subjects: Advertising > Research.; Advertising > Cross-cultural studies.; Marketing research.; elektronické knihy; electronic books
• ISBN: 9781849501675; 184950167X; 9780762309504; 0762309504
• Physical Description: 1 online zdroj (xi, 280 p.) : ill.

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...