International Advertising and Communication: Current Insights and Empirical Findings (Forschungsgruppe Konsum und Verhalten) - Tapa blanda

 
9783835004559: International Advertising and Communication: Current Insights and Empirical Findings (Forschungsgruppe Konsum und Verhalten)
Tapa blanda
ISBN 10: 3835004557 ISBN 13: 9783835004559
Editorial: Deutscher Universitätsverlag, 2006

Sinopsis

The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising

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Acerca del autor

Dr. Sandra Diehl ist Assistentin am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
PD Dr. Ralf Terlutter ist Assistent am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.

De la contraportada

This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from Europe, the U.S., Asia and Australia have contributed to the making of this book. This mix of international authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communication.

The book includes seven main areas:
" Advertising and Communication Effects
" Advertising and Information Processing
" Communication and Branding
" Emotional, Social and Individual Aspects of Communication
" Communication and New Media
" International Advertising
" Perspectives on the Future of International Advertising


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Editorial
Deutscher Universitätsverlag
Año de publicación
2006
Idioma
Inglés
ISBN 10 
3835004557
ISBN 13 
9783835004559
Encuadernación
Tapa blanda
Número de páginas
524
Editor
Diehl Sandra
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