This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook's comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research.

• Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area
• Covers 28 major areas in international advertising research, with contributions from more...

Presenting groundbreaking research on the East Asian library, this book provides theoretical exploration on the subject through a passive model of glocalism. It details various aspects of the field and comprehensively covers the progress and conflicts in practice. The issues and perspectives raised here will lead to a rethinking of the field and its role in global interactivity with East Asia.The book will also provide library guidance to the scholars in East Asian studies and related disciplines, offering support to East Asian resources and services that significantly affect scholarly...