International Advertising
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International Advertising

Realities and Myths

Jones, John Philip

Description
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.

The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

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Bibliographic Information
Publish State
Published
Language
English
Readership
Professional and scholarly
Responsibility
edited by John Philip Jones.
Publisher / Imprint
SAGE Publications / SAGE Publications, Inc
Publication Country / Place
United Kingdom / London
Title Identifier (ISBN/ISSN)
9781452264585 / 0761912452
Published Date
October 1999
Primary Price
39.99 GBP
Pages
424
Reference Code
BDZ0002419756