Global Advertising Practice in a Borderless World PDF
By:Robert Crawford,Linda Brennan,Lukas Parker
Published on 2017-07-14 by Routledge
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.
This Book was ranked at 24 by Google Books for keyword Advertising.
Book ID of Global Advertising Practice in a Borderless World's Books is NAgqDwAAQBAJ, Book which was written byRobert Crawford,Linda Brennan,Lukas Parkerhave ETAG "55NwqVDt+Pk"
Book which was published by Routledge since 2017-07-14 have ISBNs, ISBN 13 Code is 9781317421696 and ISBN 10 Code is 1317421698
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Book which have "236 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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