Global and Multinational Advertising

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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.

  • Formato Ebook

    EPUB

  • Dispositivi supportati

    Kobo, Androids, iPhone/iPad, E-Readers, Computer (Mac/PC)

  • Editore

    Taylor and Francis

  • Protezione

    DRM

  • Lunghezza

    280 pagine (edizione cartacea)

  • Lingua

    Inglese

  • ISBN

    9781317759768