Global and Multinational Advertising
Book Details
Format
Paperback / Softback
ISBN-10
0805813950
ISBN-13
9780805813951
Publisher
Taylor & Francis Inc
Imprint
Psychology Press
Country of Manufacture
US
Country of Publication
GB
Publication Date
Sep 1st, 1994
Print length
278 Pages
Weight
510 grams
Ksh 5,900.00
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Includes analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets.
Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.
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