nach der Bestellung gedruckt Neuware - Printed after ordering - Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.

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Bibliographic Details

Title: Global and Multinational Advertising
Publisher: Psychology Press
Publication Date: 1994
Language: English
ISBN 10: 0805813950
ISBN 13: 9780805813951
Binding: Taschenbuch
Condition: Neu
Dimensions: 229 millimeters width by 152 millimeters height by 15 millimeters depth
Weight: 410 grams

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Synopsis

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.

About the Author

Englis, Basil G.

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