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Item Details
| Title:
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GLOBAL ADVERTISING PRACTICE IN A BORDERLESS WORLD
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| By: |
Robert Crawford (Editor), Linda Brennan (Editor), Lukas Parker (Editor) |
| Format: |
Electronic book text |
| List price:
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£36.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
131742168X |
| ISBN 13: |
9781317421689 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
3 July, 2017 |
| Series: |
Routledge Studies in International Business and the World Economy |
| Pages: |
236 |
| Synopsis: |
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; andglobal 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. |
| Illustrations: |
14 Halftones, black and white; 8 Tables, black and white; 14 Illustrations, |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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