This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informat

Now available in a significantly updated second edition featuring two new chapters, Social Communication in Advertising remains the most comprehensive historica

Increase your market share by including every customer in the conversation America and demographics in America continue to change dramatically with the populati

This volume offers a critical, cross-disciplinary, and international overview of emerging scholarship addressing the dynamic relationship between race and marke

The popular image of a midcentury adwoman is of a feisty girl beating men at their own game, a female Horatio Alger protagonist battling her way through the sex