Mooij, Marieke K. de,  1943- <br/><br/>
Global marketing and advertising :  understanding cultural paradoxes /  [book] 
Marieke de Mooij 
 - 3rd ed. 
 - Los Angeles :  SAGE,  c2010. 
 - xviii, 323 p. :  ill. 
<br/><br/>Includes bibliographical references and index 
<br/><br/>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 
<br/><br/><label>ISBN: </label>9781412970419 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Target marketing--Cross-cultural studies<br/>Advertising--Cross-cultural studies<br/>Consumer behavior--Cross-cultural studies
<br/><br/><label>LC Class. No.: </label>HF5415.127  / .M66 2010