Global marketing and advertising Understanding cultural paradoxes - Mooij, Marieke K. de, 1943- (Los Angeles : SAGE, 2010)
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.
Includes bibliographical references and index.
Keywords: Target marketing -- Cross-cultural studies; Advertising -- Cross-cultural studies; Consumer behavior -- Cross-cultural studies