- Paperback: 368 pages
- Publisher: Peter Lang Inc., International Academic Publishers; 2 edition (December 21, 2010)
- Language: English
- ISBN-10: 1433103842
- ISBN-13: 978-1433103841
- Product Dimensions: 9.9 x 7 x 0.8 inches
- Shipping Weight: 1.6 pounds (View shipping rates and policies)
- Average Customer Review: 4.0 out of 5 stars See all reviews (6 customer reviews)
- Amazon Best Sellers Rank: #580,129 in Books (See Top 100 in Books)
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Dynamics of International Advertising: Theoretical and Practical Perspectives 2nd Edition
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«The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge.» (Douglas West, University of Birmingham)
«‘Dynamics of International Advertising’ is a truly outstanding book. The author does an outstanding job of providing very current examples of international advertising practices. There is also a wealth of recent data in the book and the author does an excellent job of providing context for [the] many interesting tables and exhibits in the book, something that is often lacking in discussions of international business. The author also provides a wonderful overview of current trends, providing deep insight into what academic research and practitioner actions in these issues tell us about international advertising.» (Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova School of Business)
About the Author
Barbara Mueller is Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. She received her PhD in communications from the University of Washington. In addition to a multitude of articles in academic journals, she is the author of Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (Peter Lang, 2008), and is co-author (with Katherine Toland Frith) of Advertising and Societies (Peter Lang, second edition 2010).
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