What Is Wrong With International Advertising Research?
Charles R. TaylorVillanova University
As someone with a strong interest in advertising, it is ironic that when the point in the term comes where we cover international advertising in my global marketing course, I inevitably feel some trepidation. The reason for this uneasiness is simple. Those of us who are international advertising researchers have not provided as much value to the field as scholars in several other areas have. Chapters on international advertising, whether in advertising or international marketing textbooks, provide limited guidance to...