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Global advertising : insights from multiple markets

Author: Shintaro Okazaki; Barbara Mueller
Publisher: [Bradford, England] : Emerald, [2007]
Series: International marketing review, v. 24, no. 5.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The articles contained in this e-book cover a broad spectrum of topics related to global advertising. Specifically, topics include two literature reviews - one focusing on cross-cultural research published during the past decade, the other exploring advertising standardization research at the regional level. Managerial considerations are also presented via a discussion of cross-national market segmentation of the  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Okazaki, Shintaro.
Global Advertising - Insights from Multiple Markets : Insights From Multiple Markets.
Bradford : Emerald Group Publishing Limited, ©2007
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Shintaro Okazaki; Barbara Mueller
ISBN: 9781846636639 1846636639
OCLC Number: 182546683
Notes: Title from PDF caption (viewed Nov. 27, 2007).
Description: 1 online resource.
Contents: Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Cross-cultural advertising research: where we have been and where we need to go; Cultural values and effective executional techniques in advertising; Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania; Multinational corporations and the challenge of global advertising; International advertising strategy: the standardisation question in manager studies; Consumers' response to offensive advertising: a cross cultural study; Cross-national market segmentation in the fashion industry.
Series Title: International marketing review, v. 24, no. 5.
Responsibility: guest editors, Shintaro Okazaki and Barbara Mueller.

Abstract:

The articles contained in this e-book cover a broad spectrum of topics related to global advertising. Specifically, topics include two literature reviews - one focusing on cross-cultural research published during the past decade, the other exploring advertising standardization research at the regional level. Managerial considerations are also presented via a discussion of cross-national market segmentation of the fashion industry, as well as an examination of headquarters considerations in making media selection decisions for multinational markets. Executional techniques are addressed in terms.

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