Handbook of research on international advertising

摘要

This edited collection brings together contributors from a wide array of countries and institutions, many of whom feature prominently in the biographical listings of researchers interested in marketing-led contributions to cross-cultural advertising research. Most of the authors operate in the field of marketing, management, consumer behaviour and/or advertising, either as academic or business consultants, or both. The foreword describes international advertising as an 'intriguing field of study', a label which aptly encompasses the numerous fields of enquiry, in the interface between keen communicators (the marketers) and their somewhat elusive targets (customers across the world). Many of the chapters' opening remarks point to the changing global scene, in particular with the rise of gross domestic products accompanied by increasing expenditures in advertising, which is in turn 'one of the few promotional mix elements that can effectively cross cultural barriers' (Kitchen & Tourky, p. 474). Because advertisers have a vested interest in understanding their customers, they have correspondingly a great deal of concern to understand the role of culture in their lives.