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Global Advertising Practice in a Borderless World (Routledge Studies in International Business and the World Economy) - Softcover

Buch 63 von 78: Routledge Studies in International Business and the World Economy
 
9780367873158: Global Advertising Practice in a Borderless World (Routledge Studies in International Business and the World Economy)
Softcover
ISBN 10: 036787315X ISBN 13: 9780367873158
Verlag: Routledge, 2019

Inhaltsangabe

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; and


  • global 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.

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Über die Autorin bzw. den Autor

Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia.

Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia.

Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.

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Verlag
Routledge
Erscheinungsdatum
2019
Sprache
Englisch
ISBN 10 
036787315X
ISBN 13 
9780367873158
Einband
Taschenbuch
Anzahl der Seiten
256
Herausgeber
Crawford Robert, Brennan Linda, Parker Lukas
Kontakt zum Hersteller
BOOKS etc..
cs@booksetc.co.uk

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Aldershot
Vereinigtes Königreich
Verantwortliche Person
GPSR Kontakt
gpsr@libri.de

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