The handbook of international advertising research / / edited by Hong Cheng
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| Titolo: |
The handbook of international advertising research / / edited by Hong Cheng
|
| Pubblicazione: | Malden, Massachusetts : , : John Wiley & Sons, , 2014 |
| ©2014 | |
| Edizione: | First edition. |
| Descrizione fisica: | 1 online resource (657 pages) |
| Disciplina: | 658.8 |
| Soggetto topico: | Export marketing - Research |
| Foreign trade promotion - Research | |
| Advertising | |
| Persona (resp. second.): | ChengHong <1958-> |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references and indexes. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | The handbook of international advertising research |
| ISBN: | 1-118-37847-4 |
| 1-118-37846-6 | |
| 1-118-37849-0 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910811343603321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Handbooks in communication and media