TY - BOOK ID - 212923 TI - International advertising and communication : current insights and empirical findings AU - Diehl, Sandra. AU - Terlutter, Ralf. PY - 2006 SN - 3835057022 3835004557 9783835004559 PB - Wiesbaden : Deutscher Universitats-Verlag, DB - UniCat KW - Advertising KW - Communication. KW - Research. KW - Communication, Primitive KW - Mass communication KW - Sociology KW - Advertising research KW - Marketing. KW - Consumer goods KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling KW - Marketing KW - #SBIB:309H2800 KW - #SBIB:309H252 KW - Reclame: algemene werken KW - Externe communicatie (incl. public relations) UR - https://www.unicat.be/uniCat?func=search&query=sysid:212923 AB - This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from Europe, the U.S., Asia and Australia have contributed to the making of this book. This mix of international authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communication. The book includes seven main areas: " Advertising and Communication Effects " Advertising and Information Processing " Communication and Branding " Emotional, Social and Individual Aspects of Communication " Communication and New Media " International Advertising " Perspectives on the Future of International Advertising. ER -