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Handbook of International Advertising Research

Contributor(s): Cheng, Hong [Editor].
Material type: TextTextSeries: Handbooks in Communication and Media Ser. Publisher: Hoboken : Wiley-Blackwell [Imprint] John Wiley & Sons, Incorporated 2014Description: xxxii, 623 pages.ISBN: 9781444332377; 1444332376 (Trade Cloth).Subject(s): International AdvertisingDDC classification: 659.1072 Online resources: Full text available from Wiley-Blackwell Online Books Wiley-Blackwell Online BooksSummary: Annotation This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbooks comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research.Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the areaCovers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territoriesComprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising educationHighlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future researchContributors represent the most highly respected academics among international advertising researchers
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Reference 659.1072/CHE 40498 (Browse shelf) Not For Loan siu-b-40498

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Annotation This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbooks comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research.Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the areaCovers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territoriesComprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising educationHighlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future researchContributors represent the most highly respected academics among international advertising researchers

Scholarly & Professional John Wiley & Sons, Incorporated

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