A handbook of the theory and practice of international advertising linked to overall trends in business globalization.

Most cross-border advertising occurs uncontroversially. However, because international advertising activity falls under so many diverse areas of law, some famil

'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international adve

The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Eff

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall tren