Global and Multinational Advertising
Book Details
Format
Hardback or Cased Book
ISBN-10
1138180637
ISBN-13
9781138180635
Publisher
Taylor & Francis Ltd
Imprint
Psychology Press Ltd
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Mar 6th, 2017
Print length
278 Pages
Weight
453 grams
Product Classification:
HumanitiesMedia studiesOccupational & industrial psychologyAdvertising
Ksh 18,700.00
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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.
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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