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Global Advertising Practice in a Borderless World
Engelsk
Bogcover for Global Advertising Practice in a Borderless World af , 9780367873158
Specifikationer
Sprog:
Engelsk
Sider:
256
ISBN-13:
9780367873158
Indbinding:
Paperback
ISBN-10:
036787315X
Udg. Dato:
12 dec 2019
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
12 dec 2019

Global Advertising Practice in a Borderless World

Engelsk
Paperback 2019
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
256
ISBN-13:
9780367873158
Indbinding:
Paperback
ISBN-10:
036787315X
Udg. Dato:
12 dec 2019
Størrelse i cm:
23,4 x 15,6
Oplagsdato:
12 dec 2019
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