New directions in international advertising research / edited by Charles R. Taylor.
نوع المادة :
نصالسلاسل:Advances in international marketing ; v. 12.الناشر:Amsterdam ; Boston : JAI, 2002وصف:xi, 280 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 0762309504
- 9780762309504
- HF1009.5 .A39 2002
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
|---|---|---|---|---|---|---|---|
كتاب
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UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF1009.5 .A39 2002 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30020000020360 | ||
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كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF1009.5 .A39 2002 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30020000020359 |
Includes bibliographical references.
Preface / S. Tamer Cavusgil -- Introduction -- New Directions in International Advertising Research / Charles R. Taylor -- Achieving Reliable and Valid Cross-Cultural Research Results in Content Analysis / Gordon E. Miracle and Hae-Kyong Bang -- Towards the Development of a Scalar Equivalent Etic Multicultural Advertising Response Scale (MARS) / Michael T. Ewing, Albert Caruana and Andy Teo -- Standardized vs. Specialized International Advertising Campaigns: What We Have Learned from Academic Research in the 1990s / Charles R. Taylor and Chad M. Johnson -- The Association Between Process and Program Advertising Standardization: An Illustration of U.S. Multinationals Operating in India / Aruna Chandra, David A. Griffith and John K. Ryans, Jr.
