Handbook of international advertising research /

• Άλλοι συγγραφείς: Cheng, Hong, 1958- (Επιμελητής έκδοσης)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester : Wiley-Blackwell, 2014.
• Σειρά: Handbooks in communication and media.
• Θέματα: Advertising > Research.; BUSINESS & ECONOMICS > Advertising & Promotion.; Electronic books.

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook's comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and age...