The Handbook of International Advertising Research

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This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. * Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area * Covers 28 major areas in international ...

The Handbook of International Advertising Research 2014, Wiley-Blackwell (an imprint of John Wiley & Sons Ltd), Chicester

ISBN-13: 9781444332377

Hardcover

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