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. ...

Global and Multinational Advertising 2017, Psychology Press Ltd, Hove

ISBN-13: 9781138180635

Hardcover

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Global and Multinational Advertising 1994, Psychology Press

ISBN-13: 9780805813951

Trade paperback

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