International Advertising : Realities and Myths

John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising. —Don E. Schultz, Northwestern University John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.