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Global Advertising Practice in a Borderless World. 国境のない世界におけるグローバルな広告の実践
・ISBN 978-1-138-91830-6 2017 hard GB£ 171.99
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・ISBN 978-0-367-87315-8 2019 paper GB£ 48.99
￥15,519.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-315-68862-6
| 著者・編者 | Crawford, Robert / Brennan, Linda / Parkr, Lukas (eds.), |
|---|---|
| シリーズ | Routledge Studies in International Business and the World Economy |
| 出版社 | (Routledge, UK) |
| ページ数 | 254 pp. |
| 言語 | ENG |
| ニュース番号 | ＜629-974 629-L666＞ |
解説
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.