Global and Multinational Advertising

Global and Multinational Advertising

by Basil G. Englis

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Overview

Global and Multinational Advertising by Basil G. Englis

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.

Product Details

ISBN-13: 9781317759768
Publisher: Taylor & Francis
Publication date: 11/19/2013
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 278
File size: 1 MB

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