Global Advertising Practice in a Borderless World
Language: English
Published by Taylor & Francis Jun 2017, 2017
Series: Book 63 of 78 - Routledge Studies in International Business and the World Economy
- Hardcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
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Condition: New
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Add to basketItem description from seller
Neuware - Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it.Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: - globalising advertising in a media and communications context; - advertising in a global world; and - global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.…
Seller Inventory # 9781138918306
- Title
- Global Advertising Practice in a Borderless World
- Author
- Linda Brennan
- Publisher
- Taylor & Francis Jun 2017
- Publication year
- 2017
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 113891830X
- ISBN 13
- 9781138918306
- Item weight
- 499 grams
- Dimensions
- 236x157x20 mm
- Series
- Book 63 of 78: Routledge Studies in International Business and the World Economy
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it.
Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections:
- globalising advertising in a media and communications context;
- advertising in a global world; and
- global advertising in a digital world.
Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.
"Synopsis" may belong to another edition of this title.
About the Author
Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia.
Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia.
Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.
"About the title" may belong to another edition of this title.
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