TY  - BOOK
AU  - Mooij,Marieke K de
TI  - Global marketing and advertising : understanding cultural paradoxes 
SN  - 9781412970419 
AV  - HF5415.127 .M66 2010
U1  - 658.802 22
PY  - 2010///
CY  - New Delhi
PB  - Sage
KW  - Target marketing
KW  - Cross-cultural studies
KW  - Advertising
KW  - Consumer behavior
N1  - 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
ER  -