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    International Advertising: Realities and Myths

     
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    International Advertising: Realities and Myths

    Description

    In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.

    The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

    Product details

    EAN/ISBN:
    9780761912453
    Medium:
    Paperback
    Number of pages:
    422
    Publication date:
    1999-10-22
    Publisher:
    SAGE Publications, Inc
    EAN/ISBN:
    9780761912453
    Medium:
    Paperback
    Number of pages:
    422
    Publication date:
    1999-10-22
    Publisher:
    SAGE Publications, Inc

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