The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Eff

Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods incre

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awaren

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handboo

"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