First Published in 1994. Routledge is an imprint of Taylor & Francis, an informa company.

The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Eff

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awaren

Most cross-border advertising occurs uncontroversially. However, because international advertising activity falls under so many diverse areas of law, some famil

A handbook of the theory and practice of international advertising linked to overall trends in business globalization.