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ISBN: 0762309504Издательство: Elsevier Science
In comparison to well-researched areas such as foreign market entry modes, country of origin perceptions of products, pricing strategies, and global branding strategies, recent research on international advertising has left us with too few managerially actionable insights. This volume addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both atthe international advertising practitioner as well as scholars who have an interest in international advertising research.