Global Advertising Practice in a Borderless WorldRobert Crawford, Linda Brennan, Lukas Parker Routledge, 14 jul 2017 - 254 páginas 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:
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. |
Índice
2002 | |
2007 | |
Digital advertising and the new world of viral advertising | |
American advertising and the politics of consumption | |
Latin America and its influence on global creative advertising | |
the symbiotic connection of the UK and global advertising | |
case study of advertising | |
advertising culture and global | |
Indian advertising in the context of globalisation | |
regional hub global model | |
unique approaches to advertising in a globalising world | |
Australasian advertising and the world | |
Otras ediciones - Ver todo
Global Advertising Practice in a Borderless World Robert Crawford,Linda Brennan,Lukas Parker Vista previa restringida - 2017 |
Global Advertising Practice in a Borderless World Robert Crawford,Linda Brennan,Lukas Parker No hay ninguna vista previa disponible - 2017 |
Global Advertising Practice in a Borderless World Robert Crawford,Lukas Parker,Linda Brennan No hay ninguna vista previa disponible - 2019 |