An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments
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Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in MENA affecting the advertising industry, what forms of advertisements have emerged from the industry globalization and adoption of new technologies, and, specifically, the ways in which advertising in MENA has d
