New directions in international advertising research

• Άλλοι συγγραφείς: Taylor, Charles R., 1961-
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Amsterdam ; Boston : JAI, 2002.
• Σειρά: Advances in international marketing ; v. 12.
• Θέματα: Advertising > Research.; Advertising > Cross-cultural studies.; Marketing research.; Advertising.; Advertising industry.; Market research.; International business.; Business & Economics > Advertising & Promotion.; Business & Economics > International > Marketing.

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...