Sandra Diehl; Ralf Terlutter International Advertising and Communication 9783835004559

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Автор: Sandra Diehl; Ralf Terlutter
Название: International Advertising and Communication
ISBN: 9783835004559
Издательство: Springer
Классификация:

Торговля и маркетинг

ISBN-10: 3835004557
Обложка/Формат: Paperback
Страницы: 513
Вес: 0.68 кг.
Дата издания: 2006
Серия: Forschungsgruppe Konsum und Verhalten
Язык: English
Иллюстрации: 82 black & white tables, biography
Размер: 208 x 147 x 28
Читательская аудитория: Professional & vocational
Подзаголовок: Current insights and empirical findings
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: Worldwide, international communication, and in particular international - vertising have become critical areas in communication research. The growing globalisation of markets requires firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from around the globe have contr- uted to the making of this book. The contributors hail from countries throughout Europe, as well as from the U.S., Asia and Australia. This international mix of authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communi- tion. The text includes cross-cultural investigations, as well as studies represe- ing the respective countries of the researchers. Several of the contributions are th expanded papers from the 4 ICORIA (International Conference on Research in Advertising; www.icoria.org), which took place at Saarland University in Sa- bruecken in 2005. The book addresses a number of important areas of communication - search: advertising and communication effects; advertising and information processing; communication and branding; emotional, social and individual aspects of communication; communication and new media; international adv- tising and, finally, perspectives on the future of international advertising. - spite the great variety of issues covered, all papers are united in their desire to move international communication research forward.

International Advertising and Communication, Sandra Diehl; Ralf Terlutter