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Handbook of Research on Global Perspectives on International Advertising

Handbook of Research on Global Perspectives on International Advertising

International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.

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Author
Publisher IGI Global
Release Date
ISBN 1799896749
Pages 397 pages
Rating 4/5 (46 users)

The fourteenth chapter in the international advertising in Europe section is called " A Scenario Integration Study in Brand ... The last section of Handbook of Research on Global Perspectives on International Advertising focuses on ...

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