International Advertising : Realities and Myths
Book Details
Format
Paperback / Softback
ISBN-10
0761912452
ISBN-13
9780761912453
Publisher
SAGE Publications Inc
Imprint
SAGE Publications Inc
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jan 28th, 2000
Print length
424 Pages
Weight
560 grams
Product Classification:
International businessAdvertising
Ksh 20,500.00
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A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising. —Don E. Schultz, Northwestern University John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.
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