Global marketing and advertising : understanding cultural paradoxes /
Mooij, Marieke K. de, 1943-
Global marketing and advertising : understanding cultural paradoxes / [book] Marieke de Mooij - 3rd ed. - Los Angeles : SAGE, c2010. - xviii, 323 p. : ill.
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 (pbk.)
Target marketing--Cross-cultural studies
Advertising--Cross-cultural studies
Consumer behavior--Cross-cultural studies
HF5415.127 / .M66 2010
Global marketing and advertising : understanding cultural paradoxes / [book] Marieke de Mooij - 3rd ed. - Los Angeles : SAGE, c2010. - xviii, 323 p. : ill.
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 (pbk.)
Target marketing--Cross-cultural studies
Advertising--Cross-cultural studies
Consumer behavior--Cross-cultural studies
HF5415.127 / .M66 2010
