International Advertising and Communication
Publication year: 2006
ISBN: 978-3-8350-5702-9
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This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field.
Subject: Business and Economics, Advertising, Internationale Kommunikation, Internationale Werbung, Neue Medien, Werbewirkung, branding, communication
