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

'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international adve

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting ma

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advert

* Standard text dealing with market research techniques