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Book cover for New Directions in International Advertising Research, a book by S. Tamer Cavusgil, Charles R. Taylor Book cover for New Directions in International Advertising Research, a book by S. Tamer Cavusgil, Charles R. Taylor

New Directions in International Advertising Research

2002 ᛫


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  • Page count

    296 pages

  • Category

    Sales & Marketing

  • Publisher

    JAI Press Inc.

  • Ebook file size

Summary


This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.