Handbook Of Research On International Advertising

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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 : 54,9 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.

The Handbook of International Advertising Research

Hong Cheng
The Handbook of International Advertising Research Book PDF

Author : Hong Cheng
Publisher : John Wiley & Sons
Page : 656 pages
File Size : 49,6 Mb
Release : 2014-01-21
Category : Language Arts & Disciplines
ISBN : 9781118378458

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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,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 : 42,5 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.

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 : 54,5 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 Social Marketing and Its Influence on Animal Origin Food Product Consumption

Bogueva, Diana,Marinova, Dora,Raphaely, Talia
Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption Book PDF

Author : Bogueva, Diana,Marinova, Dora,Raphaely, Talia
Publisher : IGI Global
Page : 453 pages
File Size : 50,9 Mb
Release : 2018-03-02
Category : Business & Economics
ISBN : 9781522547587

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Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption by Bogueva, Diana,Marinova, Dora,Raphaely, Talia Pdf

As marketing professionals look for more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. The Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption is a critical scholarly resource that examines the role of social marketing in understanding and changing behavior regarding the negative impacts of consuming animal-based foods. Featuring coverage on a broad range of topics, such as the psychology of meat consumption, food waste, and meat substitutes, this publication is geared towards academicians, students, and professionals seeking current research on social marketing interventions and the demarketing of meat.

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Ta?k?ran, Nurdan Öncel
Handbook of Research on Effective Advertising Strategies in the Social Media Age Book PDF

Author : Ta?k?ran, Nurdan Öncel
Publisher : IGI Global
Page : 509 pages
File Size : 55,6 Mb
Release : 2015-02-28
Category : Business & Economics
ISBN : 9781466681262

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Handbook of Research on Effective Advertising Strategies in the Social Media Age by Ta?k?ran, Nurdan Öncel Pdf

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Handbook of Research on Mobile Marketing Management

Pousttchi, Key,Wiedemann, Dietmar G.
Handbook of Research on Mobile Marketing Management Book PDF

Author : Pousttchi, Key,Wiedemann, Dietmar G.
Publisher : IGI Global
Page : 582 pages
File Size : 48,7 Mb
Release : 2009-11-30
Category : Computers
ISBN : 9781605660752

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Handbook of Research on Mobile Marketing Management by Pousttchi, Key,Wiedemann, Dietmar G. Pdf

"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.

Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

Dadwal, Sumesh Singh
Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer Book PDF

Author : Dadwal, Sumesh Singh
Publisher : IGI Global
Page : 532 pages
File Size : 50,7 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781799801337

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Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer by Dadwal, Sumesh Singh Pdf

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Handbook of Research on Gender and Marketing

Susan Dobscha
Handbook of Research on Gender and Marketing Book PDF

Author : Susan Dobscha
Publisher : Edward Elgar Publishing
Page : 352 pages
File Size : 40,8 Mb
Release : 2019
Category : Electronic
ISBN : 9781788115384

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Handbook of Research on Gender and Marketing by Susan Dobscha Pdf

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

Handbook of Marketing Strategy

Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Handbook of Marketing Strategy Book PDF

Author : Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 40,9 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781781005224

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Handbook of Marketing Strategy by Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton Pdf

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Handbook of Research on Identity Theory in Marketing

Americus Reed II,Mark Forehand
Handbook of Research on Identity Theory in Marketing Book PDF

Author : Americus Reed II,Mark Forehand
Publisher : Edward Elgar Publishing
Page : 496 pages
File Size : 55,6 Mb
Release : 2019-12-27
Category : Business & Economics
ISBN : 9781788117739

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Handbook of Research on Identity Theory in Marketing by Americus Reed II,Mark Forehand Pdf

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.

The SAGE Handbook of International Marketing

Masaaki Kotabe,Kristiaan Helsen
The SAGE Handbook of International Marketing Book PDF

Author : Masaaki Kotabe,Kristiaan Helsen
Publisher : SAGE
Page : 568 pages
File Size : 51,6 Mb
Release : 2009-01-05
Category : Business & Economics
ISBN : 9781446206737

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The SAGE Handbook of International Marketing by Masaaki Kotabe,Kristiaan Helsen Pdf

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

Handbook of Research on Children's Consumption of Digital Media

Sar?, Gül?ah
Handbook of Research on Children s Consumption of Digital Media Book PDF

Author : Sar?, Gül?ah
Publisher : IGI Global
Page : 423 pages
File Size : 52,7 Mb
Release : 2018-07-06
Category : Social Science
ISBN : 9781522557340

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Handbook of Research on Children's Consumption of Digital Media by Sar?, Gül?ah Pdf

One of the consequences of the digital revolution is the availability and pervasiveness of media and technology. They became an integral part of many people’s lives, including children, who are often exposed to media and technology at an early age. Due to this early exposure, children have become targeted consumers for businesses and other organizations that seek to utilize the data they generate. The Handbook of Research on Children's Consumption of Digital Media is a scholarly research publication that examines how children have become consumers as well as how their consumption habits have changed in the age of digital and media technologies. Featuring current research on cyber bullying, social media, and digital advertising, this book is geared toward marketing and advertising professionals, consumer researchers, international business strategists, academicians, and upper-level graduate students seeking current research on the transformation of child to consumer.

The International Handbook of Market Research Techniques

Robin Birn
The International Handbook of Market Research Techniques Book PDF

Author : Robin Birn
Publisher : Kogan Page Publishers
Page : 6 pages
File Size : 46,7 Mb
Release : 2002
Category : Business & Economics
ISBN : 0749438657

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The International Handbook of Market Research Techniques by Robin Birn Pdf

Since the first edition in 1990 marketing research has moved on and in an international sense the Internet is now taking on an increasing importance. This third edition provides new insights into international market research techniques and modelling.

Handbook of Research on Consumption, Media, and Popular Culture in the Global Age

Ozgen, Ozlen
Handbook of Research on Consumption Media and Popular Culture in the Global Age Book PDF

Author : Ozgen, Ozlen
Publisher : IGI Global
Page : 454 pages
File Size : 46,8 Mb
Release : 2019-05-15
Category : Social Science
ISBN : 9781522584926

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Handbook of Research on Consumption, Media, and Popular Culture in the Global Age by Ozgen, Ozlen Pdf

The mass production and diversification of media have accelerated the development of popular culture. This has started a new trend in consumerism of desiring new consumption objects and devaluing those consumption objects once acquired, thus creating a constant demand for new items. Pop culture now canalizes consumerism both with advertising and the marketing of consumerist lifestyles, which are disseminated in the mass media. The Handbook of Research on Consumption, Media, and Popular Culture in the Global Age discusses interdisciplinary perspectives on media influence and consumer impacts in a globalizing world due to modern communication technology. Featuring research on topics such as consumer culture, communication ethics, and social media, this book is ideally designed for managers, marketers, researchers, academicians, and students.