Global marketing and advertising understanding cultural paradoxes
Mooij, Marieke K de 1943-
Global marketing and advertising understanding cultural paradoxes - 3rd - New Delhi Sage 2010 - xviii,323p. ill. ; 26 cm.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.
9781412970419
2009002539
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
HF5415.127 / .M66 2010
658.802 / MO-G
Global marketing and advertising understanding cultural paradoxes - 3rd - New Delhi Sage 2010 - xviii,323p. ill. ; 26 cm.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.
9781412970419
2009002539
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
HF5415.127 / .M66 2010
658.802 / MO-G