• 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.

Is India an Asian Tiger?
Is India an Asian Tiger?
John PhilipJones

Marketing people in the United States, with their natural tidiness of mind and fascination with classification, tend to put the countries of Asia into three groups (countries in each group are listed here in order of population):

  • The highly developed economies: Japan, Hong Kong, and Singapore
  • The rapid developers: Thailand, South Korea, Taiwan, and Malaysia
  • The rest: China, India, Indonesia, Pakistan, Bangladesh, Vietnam, the Philippines, Myanmar, North Korea, Sri Lanka, and Cambodia

Measured by their per capita gross domestic product (GDP), the first group of countries generates annual wealth at a rate of US$20,000. The second group's annual GDP is in the $10,000 bracket. These are the countries often referred to as the Pacific Tigers. The countries in the ...

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