Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be gl

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be gl

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multi

This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand t