A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handboo

"Advertising resides at the hub of most countries' economy, so advertising education is by necessity, a global experience and practice. There are degree program

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strateg

For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising websi