Global and Multinational Advertising

Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Health & Well Being, Psychology
Cover of the book Global and Multinational Advertising by , Taylor and Francis
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Author: ISBN: 9781317759768
Publisher: Taylor and Francis Publication: November 19, 2013
Imprint: Psychology Press Language: English
Author:
ISBN: 9781317759768
Publisher: Taylor and Francis
Publication: November 19, 2013
Imprint: Psychology Press
Language: English

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.

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