000 03201cam a2200541Ia 4500
001 ocn869520311
003 OCoLC
005 20171031100400.0
006 m o d
007 cr cnu---unuuu
008 140131s2014 enka ob 001 0 eng d
020 _a9781118378465
_q(electronic bk.)
020 _a1118378466
_q(electronic bk.)
020 _a9781118378496
_q(electronic bk.)
020 _a1118378490
_q(electronic bk.)
020 _a1306403510
_q(ebk)
020 _a9781306403511
_q(ebk)
029 1 _aDEBBG
_bBV043396512
029 1 _aDEBSZ
_b431613915
029 1 _aGBVCP
_b790212056
029 1 _aNZ1
_b15495751
029 1 _aNZ1
_b15906626
035 _a(OCoLC)869520311
040 _aIDEBK
_beng
_epn
_cIDEBK
_dEBLCP
_dMHW
_dN$T
_dDG1
_dCDX
_dYDXCP
_dOCLCF
_dOCLCQ
_dORU
_dRECBK
_dWAU
_dDEBSZ
_dDEBBG
_dOCLCQ
049 _aMAIN
050 4 _aHF5814
_b.H36 2014
072 7 _aBUS
_x002000
_2bisacsh
082 0 4 _a659.1072
_222
245 0 0 _aHandbook of international advertising research /
_cedited by Hong Cheng.
_h[electronic resource]
260 _aChichester :
_bWiley-Blackwell,
_c2014.
300 _a1 online resource (xxxii, 623 pages) :
_billustrations.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
490 1 _aHandbooks in communication and media
504 _aIncludes bibliographical references and indexes.
520 _aThis 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. It 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. It covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories. Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education. The book highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research. Contributors represent the most highly respected academics among international advertising researchers.
588 0 _aPrint version record.
650 0 _aAdvertising
_xResearch.
650 7 _aBUSINESS & ECONOMICS
_xAdvertising & Promotion.
_2bisacsh
650 7 _aAdvertising
_xResearch.
_2fast
_0(OCoLC)fst00797745
655 4 _aElectronic books.
700 1 _aCheng, Hong,
_d1958-
_eeditor.
776 0 8 _iPrint version:
_tHandbook of International Advertising Research.
_dMalden, Massachusetts : Wiley-Blackwell 2014
_z9781444332377
_w(OCoLC)874520707
830 0 _aHandbooks in communication and media.
856 4 0 _uhttp://onlinelibrary.wiley.com/book/10.1002/9781118378465
_zWiley Online Library
942 _2ddc
_cBK
999 _c207249
_d207249