Creative Working in the Knowledge Economy (Routledge Advances in Organizational Learning and Knowledge Management) by Sai Loo

Author:Sai Loo [Loo, Sai]
Language: eng
Format: azw3
ISBN: 9781138211391
Publisher: Taylor and Francis
Published: 2016-12-08T05:00:00+00:00

Macro Perspective of the Advertising Sector

This section is based on the microsociology methodological approach by Knorr Cetina and Bruegger (2002a, p. 909) mentioned at the start of the previous chapter. The micro-analysis from the previous section and the preceding chapter offered different approaches to creative working in the advertising sector. These have implications beyond the immediate context towards a global dimension. This section discusses the global dimension or the Macro.

The Macro section includes analysis of the significance of a sector in terms of its size, presence of global advertising agencies, and global brands.

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