rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Handbook of international advertising research
  name:
    name part: Cheng, Hong
    name part: 1958-
    role:
      role term: editor.
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  origin info:
    place:
      place term: enk
    date issued: 2014
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource (xxxii, 623 pages) : illustrations.
  abstract: 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 agendas for future research. It 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 area. It covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories. Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education. The book highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research. Contributors represent the most highly respected academics among international advertising researchers.
  note: edited by Hong Cheng.
  note: Includes bibliographical references and indexes.
  subject:
    topic: Advertising
    topic: Research
  subject:
    topic: BUSINESS & ECONOMICS
    topic: Advertising & Promotion
  subject:
    topic: Advertising
    topic: Research
  classification: HF5814 .H36 2014
  classification: 659.1072
  related item:
    title info:
      title: Handbook of International Advertising Research
    origin info:
      publisher: Malden, Massachusetts : Wiley-Blackwell 2014
    identifier: (OCoLC)874520707
  related item:
    title info:
      title: Handbooks in communication and media
  identifier: 9781118378465
  identifier: 1118378466
  identifier: 9781118378496
  identifier: 1118378490
  identifier: 1306403510
  identifier: 9781306403511
  identifier: https://doi.org/10.1002/9781118378465
  record info:
    record content source: IDEBK
    record creation date: 140131
    record change date: 20170124071636.8
    record identifier: ocn869520311
    language of cataloging:
      language term: eng