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Global Advertising Practice in a Borderless World on Hardback
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Global Advertising Practice in a Borderless World

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Global Advertising Practice in a Borderless World

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Description

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

Author Biography:

Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia. Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia. Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.
Release date Australia
June 8th, 2017
Audience
  • Tertiary Education (US: College)
Contributors
  • Edited by Linda Brennan
  • Edited by Lukas Parker
  • Edited by Robert Crawford
Illustrations
8 Tables, black and white; 14 Halftones, black and white; 14 Illustrations, black and white
Pages
254
ISBN-13
9781138918306
Product ID
23831853

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