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International Marketing and Management Research

Advertising Confluence

Transitioning Marketing Communications into Social Movements

Editors: Arora, A., Bacouël-Jentjens, S. (Eds.)

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About this book

Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in US, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with practical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media advertising.

About the authors

Anne-Sophie Bacouel, International School of Saint-Germain-en-Laye, France Amit Arora, Savannah State University, USA. Anshu S. Arora, Savannah State University, USA. April C. Harris, Senior Healthcare Consultant, UCSD and Lucille Packard Children's Hospital, USA. Eric Billinger, US Air Force Georgia Air National Guard, USA. Grace Curry, Savannah State University, USA. Jamin Gordon, GEICO, USA. John Hudson, Microsoft Corporation, USA. Jun Wu, Savannah State University, USA. Leila Loussaief, ISC Paris Business School, France. Manon Rebufet, ISC Paris Business School, France. Reginald Leseane, Savannah State University, USA. Sabine Bacouel-Jentjens, ISC Paris Business School, France. Shalonda Bradford, Savannah State University, USA. Ulysses J. Brown, III, Savannah State University, USA. William Chasteen, DGCpartners LLC, USA.

Table of contents (9 chapters)

  • From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs

    Bacouël, Anne-Sophie (et al.)

    Pages 1-13

  • Creative Advertising Appeals on Global Cultural Spectrum

    Hudson, John (et al.)

    Pages 14-27

  • Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making

    Chasteen, William (et al.)

    Pages 28-44

  • Does the Country of Origin Matter for Cosmetics? The “Made in France” Argument

    Rebufet, Manon (et al.)

    Pages 45-60

  • Brand Diffusions and Brand Naming Strategies

    Billinger, Eric (et al.)

    Pages 61-74

Buy this book

eBook $54.99
price for USA (gross)
  • ISBN 978-1-137-49226-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $70.00
price for USA
  • ISBN 978-1-137-49224-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $67.50
price for USA
  • ISBN 978-1-349-50458-9
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.

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Bibliographic Information

Bibliographic Information
Book Title
Advertising Confluence
Book Subtitle
Transitioning Marketing Communications into Social Movements
Editors
  • A. Arora
  • S. Bacouël-Jentjens
Series Title
International Marketing and Management Research
Copyright
2015
Publisher
Palgrave Macmillan US
Copyright Holder
Palgrave Macmillan, a division of Nature America Inc.
eBook ISBN
978-1-137-49226-5
DOI
10.1057/9781137492265
Hardcover ISBN
978-1-137-49224-1
Softcover ISBN
978-1-349-50458-9
Edition Number
1
Number of Pages
XVI, 122
Topics