Handbook Of Research On Global Perspectives On International Advertising

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Handbook of Research on Global Perspectives on International Advertising

Krom, Ipek
Handbook of Research on Global Perspectives on International Advertising Book PDF

Author : Krom, Ipek
Publisher : IGI Global
Page : 397 pages
File Size : 42,5 Mb
Release : 2022-06-24
Category : Business & Economics
ISBN : 9781799896746

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Handbook of Research on Global Perspectives on International Advertising by Krom, Ipek Pdf

International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.

Handbook of Research on International Advertising

Shintaro Okazaki
Handbook of Research on International Advertising Book PDF

Author : Shintaro Okazaki
Publisher : Edward Elgar Publishing
Page : 577 pages
File Size : 44,5 Mb
Release : 2012-01-01
Category : Business & Economics
ISBN : 9781781001042

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Handbook of Research on International Advertising by Shintaro Okazaki Pdf

'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

Global Perspectives on International Advertising

Ipek Krom
Global Perspectives on International Advertising Book PDF

Author : Ipek Krom
Publisher : Unknown
Page : 128 pages
File Size : 51,6 Mb
Release : 2022
Category : Advertising
ISBN : 1799896730

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Global Perspectives on International Advertising by Ipek Krom Pdf

"This book of contributed chapters gives a global perspective on international advertising from countries/regions from around the world, giving an overview of the advertising industry from the perspective of geopolitics, socio-politics, economics and culture of the country/region"--

Dynamics of International Advertising

Barbara Mueller
Dynamics of International Advertising Book PDF

Author : Barbara Mueller
Publisher : Peter Lang
Page : 382 pages
File Size : 54,7 Mb
Release : 2011
Category : Advertising
ISBN : 1433103842

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Dynamics of International Advertising by Barbara Mueller Pdf

"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --

The Handbook of International Advertising Research

Hong Cheng
The Handbook of International Advertising Research Book PDF

Author : Hong Cheng
Publisher : John Wiley & Sons
Page : 0 pages
File Size : 43,5 Mb
Release : 2014-03-31
Category : Language Arts & Disciplines
ISBN : 1444332376

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The Handbook of International Advertising Research by Hong Cheng Pdf

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers

Handbook of Research in International Marketing

Subhash C. Jain
Handbook of Research in International Marketing Book PDF

Author : Subhash C. Jain
Publisher : Edward Elgar Publishing
Page : 528 pages
File Size : 44,5 Mb
Release : 2003
Category : Export marketing
ISBN : UCSD:31822033538034

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Handbook of Research in International Marketing by Subhash C. Jain Pdf

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field. The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others are less concerned with testing existing theory than with generating new insights. Still others provide results that are significant for managers. Many of the contributors are drawn to problems broad in scope and offer insights that are of considerable value for advancing the state of the art. Part I offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts II through IV cover foreign market entry modes, strategy, and cross cultural issues. Parts V and VI discuss global electronic commerce as well as diffusion models, country equity, and global scorecards. A timely and innovative volume, Handbook of Research in International Marketing is a must read for anyone interested in marketing research or international business.

Handbook of Research on Narrative Advertising

Yilmaz, Recep
Handbook of Research on Narrative Advertising Book PDF

Author : Yilmaz, Recep
Publisher : IGI Global
Page : 400 pages
File Size : 51,9 Mb
Release : 2019-06-28
Category : Business & Economics
ISBN : 9781522597919

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Handbook of Research on Narrative Advertising by Yilmaz, Recep Pdf

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Marketing and Advertising in the Online-to-Offline (O2O) World

Dinana, Hesham Osama
Marketing and Advertising in the Online to Offline O2O World Book PDF

Author : Dinana, Hesham Osama
Publisher : IGI Global
Page : 332 pages
File Size : 44,5 Mb
Release : 2022-10-28
Category : Business & Economics
ISBN : 9781668458464

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Marketing and Advertising in the Online-to-Offline (O2O) World by Dinana, Hesham Osama Pdf

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

Principles of Advertising

Monle Lee,Carla Johnson
Principles of Advertising Book PDF

Author : Monle Lee,Carla Johnson
Publisher : Routledge
Page : 452 pages
File Size : 46,7 Mb
Release : 2013-05-13
Category : Business & Economics
ISBN : 9781136419393

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Principles of Advertising by Monle Lee,Carla Johnson Pdf

"A complete and well-organized textbook on advertising"—Educational Book Review Principles of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, selected as one of CHOICE magazine’s Outstanding Academic Titles for 1999. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that’s essential for keeping up with the changing world of contemporary advertising, and reflects the authors’ expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, as well as market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more. Principles of Advertising: A Global Perspective, Second Edition equips instructors—and their students—with the fundamental elements of the field with emphasis on ethical issues. The book includes a foreword by Don E. Schultz of Northwestern University’s Integrated Marketing Communication program and provides insights into effective local, national, and global integrated marketing strategies for print, electronic, and online advertising. This updated edition maintains the original format for each chapter of featuring “Global Perspectives,” “Ethics Tracks,” and short commentaries from practitioners in various fields, and adds 24 new illustrations and more recent examples of now-famous advertising campaigns. New material presented in Principles of Advertising: A Global Perspective, Second Edition includes: the benefits of a graduate degree client-agency relationships targeting the middleman marketing to men Janet Jackson “exposed” pop-up ads marketing cosmetic surgery advertising as programming controversial campaigns behavioral targeting or online stalking? Principles of Advertising: A Global Perspective, Second Edition examines new theories, new technologies, well-known advertising campaigns, and cultural considerations for advertising in foreign markets to give your students current and proven information on the changing world of advertising.

Strengthening SME Performance Through Social Media Adoption and Usage

Qalati, Sikandar Ali,Ostic, Dragana,Bansal, Rohit
Strengthening SME Performance Through Social Media Adoption and Usage Book PDF

Author : Qalati, Sikandar Ali,Ostic, Dragana,Bansal, Rohit
Publisher : IGI Global
Page : 307 pages
File Size : 45,6 Mb
Release : 2023-03-17
Category : Computers
ISBN : 9781668457719

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Strengthening SME Performance Through Social Media Adoption and Usage by Qalati, Sikandar Ali,Ostic, Dragana,Bansal, Rohit Pdf

Small and medium-sized enterprises (SMEs) are recognized as the backbone of today’s world economy. However, SMEs are well known for having limitations and acceptance barriers in adopting new technology even though the internet and communications channel’s revolution has changed the way people conduct business today. Further, the COVID-19 pandemic has disturbed the operations of SMEs and increased the burden on social media application globally. It is essential that SMEs utilize social media to strengthen their performance. Strengthening SME Performance Through Social Media Adoption and Usage explores experiences in different technological, managerial, organizational, and entrepreneurial environmental issues. It focuses on different conceptions of factors and consequences influencing social media usage and SME performance. Covering topics such as corporate social responsibility, marketing frameworks, and social media adoption, this premier reference source is a valuable resource for entrepreneurs, business leaders and managers, human resource managers, marketers, consultants, students and educators of higher education, librarians, researchers, and academicians.

Building a Brand Image Through Electronic Customer Relationship Management

Naim, Arshi,Kautish, Sandeep Kumar
Building a Brand Image Through Electronic Customer Relationship Management Book PDF

Author : Naim, Arshi,Kautish, Sandeep Kumar
Publisher : IGI Global
Page : 383 pages
File Size : 46,6 Mb
Release : 2022-06-30
Category : Business & Economics
ISBN : 9781668453889

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Building a Brand Image Through Electronic Customer Relationship Management by Naim, Arshi,Kautish, Sandeep Kumar Pdf

Effective e-customer relationship management is imperative for increasing customer satisfaction, online sales, website patronage, loyalty, and retention. To understand exactly how this business strategy can be applied to enhance business operations, further study on its various benefits, opportunities, and challenges is required. Building a Brand Image Through Electronic Customer Relationship Management develops electronic customer relationship management strategies for achieving customer satisfaction and explains the concepts and uses of electronic customer relationship management to meet strategic objectives, improve customer loyalty, and build brand image. Covering topics such as marketing, brand equity, customer loyalty, and social media, this reference work is ideal for business owners, managers, entrepreneurs, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

Implementing Automation Initiatives in Companies to Create Better-Connected Experiences

Remondes, Jorge,Teixeira, Sandrina
Implementing Automation Initiatives in Companies to Create Better Connected Experiences Book PDF

Author : Remondes, Jorge,Teixeira, Sandrina
Publisher : IGI Global
Page : 324 pages
File Size : 55,9 Mb
Release : 2022-06-30
Category : Business & Economics
ISBN : 9781668455401

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Implementing Automation Initiatives in Companies to Create Better-Connected Experiences by Remondes, Jorge,Teixeira, Sandrina Pdf

Digital transformation is spreading throughout every industry all over the world. Acquiring new technologies to use within business practices increases productivity and strengthens the connection between businesses and their consumers. The digital transformation process and automation promotion must be intensified and explored globally so that economies can grow and develop, providing a better quality of life for their populations. Implementing Automation Initiatives in Companies to Create Better-Connected Experiences explores the most current and decisive topics for business and academia. It evaluates the ways in which automation and connectivity help the decision-making process of companies and the learning process for students and researchers. Covering topics such as consumer behavior, omnichannel retailing, and metaverse applications in business, this premier reference source is an excellent resource for business executives and managers, IT managers, marketers, agencies, government officials, students and faculty of higher education, researchers, and academia.

Applying Metalytics to Measure Customer Experience in the Metaverse

Bathla, Devesh,Singh, Amandeep
Applying Metalytics to Measure Customer Experience in the Metaverse Book PDF

Author : Bathla, Devesh,Singh, Amandeep
Publisher : IGI Global
Page : 255 pages
File Size : 50,8 Mb
Release : 2022-06-24
Category : Business & Economics
ISBN : 9781668461358

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Applying Metalytics to Measure Customer Experience in the Metaverse by Bathla, Devesh,Singh, Amandeep Pdf

In many ways, the appearance of the metaverse is an unparalleled progression. A number of new technologies have come together to enable its vision. Augmented reality (AR) and virtual reality (VR) headsets have become cheaper and more powerful improving the user experience. Blockchain has enabled digital currencies and NFTs. The new methods to transact and own digital goods are allowing creators to monetize their activities through tokens. In addition to monetization, and as a means to exchange value, token-holders can also participate in the platform’s governance (e.g., vote on decisions). This democratic ownership economy coupled with the possibility of interoperability could unlock immense economic opportunities whereby digital goods and services are no longer captive to a singular gaming platform or brand. As the world steps into the metaverse, it is imperative to spark conversations with all objects and those interacting within the next dimension. Applying Metalytics to Measure Customer Experience in the Metaverse introduces metalytics, a new perspective on analytics for the new dimension of spatial and immersive Web 3.0. It presents the new conversations in the elements of a new digital age converging at a large scale. Covering topics such as big data analytics, financial services, and network analysis, this premier reference source is an essential resource for business leaders and executives, IT managers, entrepreneurs, financial specialists, consultants, statisticians, marketers, government officials, students and educators of higher education, librarians, researchers, and academicians.

Promoting Organizational Performance Through 5G and Agile Marketing

Santos, José Duarte,Sousa, Bruno Miguel
Promoting Organizational Performance Through 5G and Agile Marketing Book PDF

Author : Santos, José Duarte,Sousa, Bruno Miguel
Publisher : IGI Global
Page : 332 pages
File Size : 41,5 Mb
Release : 2022-09-30
Category : Business & Economics
ISBN : 9781668455258

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Promoting Organizational Performance Through 5G and Agile Marketing by Santos, José Duarte,Sousa, Bruno Miguel Pdf

It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.

Handbook of Research in International Marketing

Subhash C. Jain,David A. Griffith
Handbook of Research in International Marketing Book PDF

Author : Subhash C. Jain,David A. Griffith
Publisher : Edward Elgar Publishing
Page : 433 pages
File Size : 40,8 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781849806121

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Handbook of Research in International Marketing by Subhash C. Jain,David A. Griffith Pdf

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.