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

internationalen Werbung unter veränderten Vorzeichen fort. Stärker als bisher werden die Möglichkeiten der Standardisierung von …