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| List of Contributors | ||
| Preface | ||
| Introduction - New Directions in International Advertising Research | 1 | |
| Achieving Reliable and Valid Cross-Cultural Research Results in Content Analysis | 9 | |
| Towards the Development of a Scalar Equivalent Etic Multicultural Advertising Response Scale (MARS) | 25 | |
| Standardized vs. Specialized International Advertising Campaigns: What We Have Learned from Academic Research in the 1990s | 45 | |
| The Association Between Process and Program Advertising Standardization: An Illustration of U.S. Multinationals Operating in India | 67 | |
| Marketing/Advertising Concepts and Principles in the International Context: Universal or Unique? | 85 | |
| Creating a Positive Brand Image with a Local Adaptation Advertising Strategy: The Hyundai Santa Fe | 101 | |
| Emotional and Rational Advertising Messages in Positive and Negative Polish Media Contexts | 121 | |
| Advertising in the Czech Republic: Czech Perceptions of Effective Advertising and Advertising Clutter | 134 | |
| A Cross-Cultural Examination of the Environmental Information on Packaging: Implications for Advertisers | 153 | |
| Advertising, Technology, and the Digital Divide: A Global Perspective | 175 | |
| Direct and Indirect Use of Country of Origin Cues for Hybrid and Non-Hybrid Products | 195 | |
| Possession and Effects of Power in Advertising Agency-Client Relationships in South Korea: A Multi-Level Analysis | 217 | |
| Self-Esteem, Life-Satisfaction and Materialism: Effects of Advertising Images on Chinese College Students | 243 | |
| Advertising Communication in Australia: A Comparison of Information Used by Australian, Japanese and U.S. Firms | 263 |
| Price | Condition | Delivery | Seller | Action |
| $131.95 | Digital |
| WonderClub |
Andrew McColgan
reviewed Advances in International Marketing Voloume 12 on February 07, 2015
Advances in International Marketing Voloume 12
This might be more useful for beginners; I didn't find much interesting or useful in it.
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