- Subject index
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.
Chapter 1: Introduction: The Vicissitudes of International Advertising
Introduction: The Vicissitudes of International Advertising
This volume follows three recently published companions: How Advertising Works, The Advertising Business and How to Use Advertising to Build Strong Brands. This present work, which is devoted to the international aspects of advertising, will be joined shortly by a final volume describing the main professional organizations and publications in the advertising field worldwide. These five books comprise a battery of more than 200 individual chapters. All of the contributions to these volumes have intellectual substance and are intended to describe in reasonable detail a large proportion of what is known about advertising at the end of the 20th century.
Like the other volumes, this book is the combined effort of a number of ...