International Advertising

1st Edition

Realities and Myths

eISBN-13: 9781452264585

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Additional Book Details

"John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising."
—Don E. Schultz, Northwestern University

John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.

Sold By SAGE Publications
ISBNs 9780761912453, 9780761912453, 9781452264585, 1452264589
Language English
Number of Pages 423
Edition 1st