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Record Nr. |
UNINA9910138961403321 |
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Titolo |
The handbook of international advertising research / / edited by Hong Cheng |
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Pubbl/distr/stampa |
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Malden, Massachusetts : , : John Wiley & Sons, , 2014 |
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©2014 |
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ISBN |
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1-118-37847-4 |
1-118-37846-6 |
1-118-37849-0 |
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Edizione |
[First edition.] |
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Descrizione fisica |
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1 online resource (657 pages) |
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Collana |
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Handbooks in communication and media |
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Disciplina |
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Soggetti |
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Export marketing - Research |
Foreign trade promotion - Research |
Advertising |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and indexes. |
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Sommario/riassunto |
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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. |
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