New directions in international advertising research

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...

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Bibliographic Details
Other Authors Taylor, Charles R., 1961-
Format Electronic eBook
LanguageEnglish
Published Amsterdam ; Boston : JAI, 2002.
SeriesAdvances in international marketing ; v. 12.
Subjects
Advertising > Research.
Advertising > Cross-cultural studies.
Marketing research.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781849501675
184950167X
9780762309504
0762309504
ISSN1474-7979 ;
DOI10.1016/S1474-7979(2002)12
Physical Description1 online resource (xi, 280 p.) : ill.

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Summary: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.
Bibliography:Includes bibliographical references.
ISBN:9781849501675
184950167X
9780762309504
0762309504
ISSN:1474-7979 ;
DOI:10.1016/S1474-7979(2002)12
Physical Description:1 online resource (xi, 280 p.) : ill.

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