International Advertising and Communication Current Insights and Empirical Findings /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Diehl, Sandra (Editor), Terlutter, Ralf (Editor)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : DUV, 2006.
• Subjects: Business.; Marketing.; Business and Management.

This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systema...