Synopsis
Intended for an undergraduate audience, this text covers the theory and practice of advertising and promotion.
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About the Author
Professor of marketing and international business at the University of Texas, Pan American. He was educated at the University of North Carolina, American University, and Cornell and holds a PhD from Vanderbilt University. His research focuses on comparative consumer behavior, international marketing strategy, political risk, and the consumption of high-technology experiential products. He has published in the Journal of International Business Studies, the Journal of Consumer Marketing, International Studies of Management and Organization, the Journal of Services Marketing, International Business Review, Journal of Interactive Advertising, and elsewhere. He has written for business and popular media from PCWeek to Tennessee Business Magazine.
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