New directions in international advertising research

• Other Authors: Taylor, Charles R., 1961-
• Format: Electronic
• Language: English
• Published: Amsterdam ; Boston : JAI, 2002.
• Series: Advances in international marketing ; v. 12.
• Subjects: Advertising > Research.; Advertising > Cross-cultural studies.; Marketing research.; Advertising.; Advertising industry.; Market research.; International business.; Business & Economics > Advertising & Promotion.; Business & Economics > International > Marketing.; elektronické knihy; electronic books
• ISBN: 9781849501675 (electronic bk.) : 184950167X (electronic bk.) : 9780762309504 (hbk.); 0762309504 (hbk.)
• Physical Description: 1 online resource (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...