Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awaren

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awaren

A handbook of the theory and practice of international advertising linked to overall trends in business globalization.

The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Eff

'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international adve