International Advertising: Realities and Myths

by John Philip Jones (editor)

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank′ of theory and practice for advertising students and professionals.

424 pages, Paperback

First published January 1, 1999

About the author

John Phillip Jones is an American professor emeritus who was born and educated in Britain and served in the Army as a National Serviceman. An applied economist, he has written fifteen books on the measurement of marketing effects, which have been translated into ten languages. With a lifelong interest in military history, he has visited most of the world’s major battlefields and, in 2009, published The Successes and Sacrifices of the British Army in 1914