Mooij, Marieke K. de, 1943-
Global marketing and advertising Understanding cultural paradoxes / [[Book] :] Marieke de Mooij. - 3rd ed. - Los Angeles : SAGE, 2010. - 323 p. : 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 1412970415 (pbk. : acid-free paper)
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
658.802
/ M G
Global marketing and advertising Understanding cultural paradoxes / [[Book] :] Marieke de Mooij. - 3rd ed. - Los Angeles : SAGE, 2010. - 323 p. : 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 1412970415 (pbk. : acid-free paper)
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
658.802
/ M G