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Multi-platform advertising strategies in the global marketplace

Yang, Kenneth C. C. (ed.) - 2017

"This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to advertising, marketing communications, and marketing practitioners to better understand this emerging phenomenon. This book is also useful for researchers who are interested in...

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An examination of television consumption by racial and ethnic audiences in the U.S. : implications for multicultural media planning and media measurement

James, J. P.; Lindsey-Warren, Tyrha M. - In: Journal of advertising research 59 (2019) 1, pp. 40-52

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Diaspora networks in international marketing : how do ethnic products diffuse to foreign markets?

Elo, Maria; Minto-Coy, Indianna; Silva, Susana C.; … - In: European journal of international management : EJIM 14 (2020) 4, pp. 693-729

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Intermediaries as bundlers, traders and quality assessors : the case of UK tour operators

Clerides, Sofronis; Nearchou, Paris; Pashardes, Panos - 2005

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How organizations move from stigma to legitimacy : the case of Cook's travel agency in Victorian Britain

Hampel, Christian E.; Tracey, Paul - In: Academy of Management journal : AMJ 60 (2017) 6, pp. 2175-2207

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Why older adults show preference for rational over emotional advertising appeals : a U.K. brand study challenges the applicability of socioemotional selectivity theory to advertisi...

Sudbury-Riley, Lynn; Edgar, Lisa - In: Journal of advertising research 56 (2016) 4, pp. 441-455

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Cultural consequences of brands' masstige : an emerging market perspective

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The soul of business

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Ethnic marketing to the global millennial consumers : challenges and opportunities

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Globalization, national identity, biculturalism and consumer behavior : a longitudinal study of Dutch consumers

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