As the international behaviour of firms changes, so too must the theories used to describe, explain and predict that behaviour change. This volume is conceived as an exploration of the evolving nature of internationalization in the context of shifting environmental forces in an effort to:...

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...