Detailansicht
International Advertising and Communication
Current Insights and Empirical Findings, Forschungsgruppe Konsum und Verhalten
ISBN/EAN: 9783835004559
Umbreit-Nr.: 1246869
Sprache:
Englisch
Umfang: x, 513 S.
Format in cm: 2.8 x 21 x 14.8
Einband:
kartoniertes Buch
Erschienen am 27.06.2006
Auflage: 1/2006
- Zusatztext
- 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
- Kurztext
- 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
- Autorenportrait
- InhaltsangabeMit Beiträgen von Dieter Ahlert, Vanessa Apaolaza Ibáñez, Silke Bambauer, Fred Bronner, Kara Chan, Patrick De Pelsmacker, Sandra Diehl, Franz-Rudolf Esch, Heribert Gierl, Flemming Hansen, Patrick Hartmann, Hans Hoeken, Wim Janssens, Heikki Karjaluoto, Peter Kenning, Greg Kiss, Mandy Klerkx, Tobias Langner, Matti Leppäniemi, Steen Lundsteen, Gunnar Mau, Young Sook Moon, Barbara Mueller, Peter Neijens, Shintaro Okazaki, Jørgen Kai Olsen, Larry Percy, Hilke Plassmann, Guido Purper, John R. Rossiter, Simone Roth, Jari Salo, Günter Silberer, Jaakko Sinisalo, Edith Smit, Kristina Strödter, Marijntje Stuurman, Charles R. Taylor, Dirk Temme, Ralf Terlutter, Bas van den Putte, Renske van Enschot, Lex van Meurs, Margot van Mulken, Kerstin Weihe, Peter Weinberg und Krystie Wong.