This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising...

This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines....