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International advertising - John Philip Jones
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Title
International advertising - realities and myths
International advertising - realities and myths
Author
John Philip Jones
John Philip Jones
format
Hardback
Hardback
Publisher
SAGE
SAGE
Language
English
English
UK Publication Date
20000128
20000128
Description
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.
The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank of theory and practice for advertising students and professionals.
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