Global Advertising Practice in a Borderless World
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Form:Einzelkauf Download
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Sprache:Englisch
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eBook Format:PDF
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Fr. 68.90
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
14.07.2017
Herausgeber
Robert Crawford + weitereVerlag
Taylor & Francis eBooksSeitenzahl
254 (Printausgabe)
Dateigröße
2820 KB
Sprache
Englisch
EAN
9781317421702
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it.
Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections:
- globalising advertising in a media and communications context;
- advertising in a global world; and
- global advertising in a digital world.
Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.
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