Handbook Of Research On Global Perspectives On International Advertising
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Handbook Of Research On Global Perspectives On International Advertising
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Author : Krom, Ipek
language : en
Publisher: IGI Global
Release Date : 2022-06-24
Handbook Of Research On Global Perspectives On International Advertising written by Krom, Ipek and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-24 with Business & Economics categories.
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.
Global Perspectives On International Advertising
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Author : Ipek Krom
language : en
Publisher:
Release Date : 2022
Global Perspectives On International Advertising written by Ipek Krom and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with Advertising categories.
"This book of contributed chapters gives a global perspective on international advertising from countries/regions from around the world, giving an overview of the advertising industry from the perspective of geopolitics, socio-politics, economics and culture of the country/region"--
Handbook Of Research On International Advertising
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Author : Shintaro Okazaki
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012-01-01
Handbook Of Research On International Advertising written by Shintaro Okazaki and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-01 with Business & Economics categories.
'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Handbook Of Research In International Marketing
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Author : Subhash C. Jain
language : en
Publisher: Edward Elgar Publishing
Release Date : 2011
Handbook Of Research In International Marketing written by Subhash C. Jain and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.
International Marketing
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Author : Hans Mühlbacher
language : en
Publisher: Cengage Learning
Release Date : 1999
International Marketing written by Hans Mühlbacher and has been published by Cengage Learning this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÂ's manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.
Dynamics Of International Advertising
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Author : Barbara Mueller
language : en
Publisher: Peter Lang
Release Date : 2011
Dynamics Of International Advertising written by Barbara Mueller and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Advertising categories.
"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --
Handbook Of Research In International Marketing
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Author : Subhash C. Jain
language : en
Publisher: Edward Elgar Publishing
Release Date : 2003
Handbook Of Research In International Marketing written by Subhash C. Jain and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Export marketing categories.
Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field. The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others are less concerned with testing existing theory than with generating new insights. Still others provide results that are significant for managers. Many of the contributors are drawn to problems broad in scope and offer insights that are of considerable value for advancing the state of the art. Part I offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts II through IV cover foreign market entry modes, strategy, and cross cultural issues. Parts V and VI discuss global electronic commerce as well as diffusion models, country equity, and global scorecards. A timely and innovative volume, Handbook of Research in International Marketing is a must read for anyone interested in marketing research or international business.
The Handbook Of International Advertising Research
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Author : Hong Cheng
language : en
Publisher: John Wiley & Sons
Release Date : 2014-01-21
The Handbook Of International Advertising Research written by Hong Cheng and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-21 with Language Arts & Disciplines categories.
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Global Perspectives On International Student Experiences In Higher Education
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Author : Krishna Bista
language : en
Publisher: Routledge
Release Date : 2018-10-03
Global Perspectives On International Student Experiences In Higher Education written by Krishna Bista and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-03 with Education categories.
Global Perspectives on International Student Experiences in Higher Education examines a wide range of international student experiences empirically from multiple perspectives that includes socio-cultural identities, contextual influences on their learning experiences, their wellbeing experiences, and their post-study experiences. This collection sheds light on the over five million students who cross geographical, cultural, and educational borders for higher education outside of their home countries. This book consists of nineteen chapters spread across four sections. Throughout the book, contributors question the existing assumptions and values of international student programs and services, reexamine and explore new perspectives to present the emerging challenges and critical evaluations of student experiences and their identities. Offering a rich understanding of these students and their global college experiences in Africa, Asia, Australia, Europe and Americas, this book offers research-based strategies to effectively recruit, engage, support, and retain international students as they participate in higher educational settings around the world. This book provides resource material to benefit educators, policymakers, and staff who work closely with international students in higher education.
The Handbook Of International Advertising Research
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Author : Hong Cheng
language : en
Publisher: John Wiley & Sons
Release Date : 2014-03-31
The Handbook Of International Advertising Research written by Hong Cheng and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-31 with Language Arts & Disciplines categories.
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers