Handbook of international advertising research:
Gespeichert in:
| Format: | Elektronisch E-Book |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley-Blackwell
2014
|
| Schriftenreihe: | Handbooks in communication and media
|
| Schlagworte: | |
| Online-Zugang: | FRO01 FUBA1 UBG01 Volltext |
| Beschreibung: | Includes bibliographical references and indexes This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook's comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. It fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area. It covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories. Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education. The book highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research. Contributors represent the most highly respected academics among international advertising researchers |
| Beschreibung: | 1 Online-Ressource (xxxii, 623 S.) |
| ISBN: | 9781118378465 1118378466 9781118378496 1118378490 1306403510 9781306403511 |
Internformat
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Datensatz im Suchindex
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| bvnumber | BV043396512 |
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| ctrlnum | (ZDB-35-WIC)ocn869520311 (OCoLC)869520311 (DE-599)BVBBV043396512 |
| dewey-full | 659.1072 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1072 |
| dewey-search | 659.1072 |
| dewey-sort | 3659.1072 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV043396512 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:24:52Z |
| institution | BVB |
| isbn | 9781118378465 1118378466 9781118378496 1118378490 1306403510 9781306403511 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028815096 |
| oclc_num | 869520311 |
| open_access_boolean | |
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| owner_facet | DE-861 DE-188 |
| physical | 1 Online-Ressource (xxxii, 623 S.) |
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| publishDate | 2014 |
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| publishDateSort | 2014 |
| publisher | Wiley-Blackwell |
| record_format | marc |
| series2 | Handbooks in communication and media |
| spelling | Handbook of international advertising research edited by Hong Cheng Chichester Wiley-Blackwell 2014 1 Online-Ressource (xxxii, 623 S.) txt rdacontent c rdamedia cr rdacarrier Handbooks in communication and media Includes bibliographical references and indexes This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook's comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. It fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area. It covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories. Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education. The book highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research. Contributors represent the most highly respected academics among international advertising researchers BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising / Research fast Wirtschaft Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Werbeforschung (DE-588)4461741-0 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf 1\p (DE-588)1071861417 Konferenzschrift gnd-content Internationales Marketing (DE-588)4125431-4 s Werbung (DE-588)4065541-6 s Werbeforschung (DE-588)4461741-0 s DE-604 Cheng, Hong Sonstige (DE-588)1050254600 oth https://onlinelibrary.wiley.com/doi/book/10.1002/9781118378465 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Handbook of international advertising research BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising / Research fast Wirtschaft Internationales Marketing (DE-588)4125431-4 gnd Werbeforschung (DE-588)4461741-0 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4461741-0 (DE-588)4065541-6 (DE-588)1071861417 |
| title | Handbook of international advertising research |
| title_auth | Handbook of international advertising research |
| title_exact_search | Handbook of international advertising research |
| title_full | Handbook of international advertising research edited by Hong Cheng |
| title_fullStr | Handbook of international advertising research edited by Hong Cheng |
| title_full_unstemmed | Handbook of international advertising research edited by Hong Cheng |
| title_short | Handbook of international advertising research |
| title_sort | handbook of international advertising research |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising / Research fast Wirtschaft Internationales Marketing (DE-588)4125431-4 gnd Werbeforschung (DE-588)4461741-0 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Advertising / Research Wirtschaft Internationales Marketing Werbeforschung Werbung Konferenzschrift |
| url | https://onlinelibrary.wiley.com/doi/book/10.1002/9781118378465 |
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