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Handbook Of International Advertising R
Hong . Ed(S): Cheng
€ 224.32
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Description for Handbook Of International Advertising R
Hardback. 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. Editor(s): Cheng, Hong. Series: Handbooks in Communication and Media. Num Pages: 656 pages, black & white illustrations, black & white tables, figures. BIC Classification: GP; KJSA. Category: (P) Professional & Vocational. Dimension: 183 x 254 x 36. Weight in Grams: 1146.
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, ... Read more
- 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
Product Details
Format
Hardback
Publication date
2014
Publisher
John Wiley and Sons Ltd United Kingdom
Number of pages
656
Condition
New
Series
Handbooks in Communication and Media
Number of Pages
656
Place of Publication
Hoboken, United Kingdom
ISBN
9781444332377
SKU
V9781444332377
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Hong . Ed(S): Cheng
Hong Cheng is Professor and Director of the Richard T. Robertson School of Media and Culture (formerly the School of Mass Communications) at Virginia Commonwealth University. His work includes Becoming a Media Savvy Student (co-authored with Guofang Wan, 2004); Advertising and Chinese Society: Issues and Impacts (co-edited with Kara Chan, 2009); and Social Marketing for Public Health: Global Trends and ... Read more
Reviews for Handbook Of International Advertising R
“The Handbook of International Advertising Research, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell’s series, Handbooks in Communication and Media." (Journalism and Mass Communication Quarterly, 1 February 2015)