Global marketing and advertising [[Book] :]Understanding cultural paradoxes / Marieke de Mooij.
Von: Mooij, Marieke K. de.
Materialtyp:
BuchVerlag: Los Angeles : SAGE, 2010Auflage: 3rd ed.Beschreibung: 323 p. : ill. ; 26 cm.ISBN: 9781412970419 ; 1412970415 (pbk. : acid-free paper).Schlagwörter: Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC-Klassifikation: 658.802
Inhalte:
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.
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6october 1203 | 658.802 M G (Regal durchstöbern) | 1 | Verfügbar |
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.
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