Overview
This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.
- | Author: S. Tamer Cavusgil
- | Publisher: Jai Press Inc.
- | Publication Date: Sep 26, 2002
- | Number of Pages: 296 pages
- | Binding: Hardback or Cased Book
- | ISBN-10: 0762309504
- | ISBN-13: 9780762309504
