Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growt

This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpur, Malaysia. The focus of the conference and the enclosed pa

The children's and teenagers' market has become increasingly significant as young people have become more affluent and have an ever growing disposable income. C

In all circumstances, television advertisements affect children of different age and gender groups in terms of consumption. Advertisers consider children as the

Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing