| 书目名称 | International Advertising and Communication |
| 副标题 | Current Insights and |
| 编辑 | Sandra Diehl,Ralf Terlutter |
| 视频video | |
| 丛书名称 | Forschungsgruppe Konsum und Verhalten |
| 图书封面 |  |
| 描述 | Worldwide, international communication, and in particular international - vertising have become critical areas in communication research. The growing globalisation of markets requires 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 around the globe have contr- uted to the making of this book. The contributors hail from countries throughout Europe, as well as from the U.S., Asia and Australia. This international mix of authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communi- tion. The text includes cross-cultural investigations, as well as studies represe- ing the respective countries of the researchers. Several of the contributions are th expanded papers from the 4 ICORIA (International Conference on Research in Advertising; www.icoria.org), which took place at Saarland University in Sa- bruecken in 2005. The book addresses a number of important areas of communication - search: advertising and communication effects; advertis |
| 出版日期 | Book 2006 |
| 关键词 | Advertising; Internationale Kommunikation; Internationale Werbung; Neue Medien; Werbewirkung; branding; co |
| 版次 | 1 |
| doi | https://doi.org/10.1007/3-8350-5702-2 |
| isbn_softcover | 978-3-8350-0455-9 |
| isbn_ebook | 978-3-8350-5702-9Series ISSN 2628-2038 Series E-ISSN 2628-2046 |
| issn_series | 2628-2038 |
| copyright | Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2006 |
发表于 2025-3-21 19:35:26
