• Summary
  • Contents
  • 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.

The Asia Pacific Tigers
The Asia Pacific Tigers

As we move towards 2000, Asia will become the dominant region of the world: economically, politically and culturally. Up until the 1990s the West set the rules. Now Asians are creating their own rules and will soon determine the game as well. Even Japan will be left behind as the countries of South East Asia, led by the overseas Chinese and China, increasingly hold economic sway.

JohnNaisbitt, Megatrends Asia, 1996

Internationally renowned art critic Robert Hughes once said that nothing dates more quickly than visions of the future. For more than two decades international investors, business commentators, and politicians alike have viewed the tiger economies of the Asia Pacific as the ultimate metaphor for success, growth, employment, and myriad other ...

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