Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia. Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia. Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.
This book shows for the first time how the global advertising industry works as a business. It will help practitioners and scholars alike who want to know more about advertising beyond their own borders.With more than 80% of the world's major markets included, this is an invaluable resource. Colin Jevons, Associate Professor, Monash Business School, Austrailia. Robert Crawford, Linda Brennan, and Lukas Parker's book provides a refreshing and unique overview of advertising practice in the world. The bird's eye view of the industry and the regional perspectives well highlight the globalization and regionalization realities, opportunities, and challenges facing the advertising industry. The special attention paid to cultural differences and information technology development makes the book even more relevant and more valuable to today's advertising practice. The book is indeed a pleasant and must read for anyone-student, practitioner, and scholar alike-who desires a good understanding of advertising in this borderless world. Hong Cheng, Ph.D., Professor and Director, Richard T. Robertson School of Media and Culture, Virginia Commonwealth University, USA.