Global marketing and advertising
Subtitle: understanding cultural paradoxes
By: Marieke de Mooij
Edition: Fourth edition.
Publisher: SAGE Publications, Inc
Published: 2014
Language: eng
Number of pages: 395
ISBN-13: 9781452257174
Subjects: Cross-cultural studies; Target marketing; Consumer behavior; Advertising
Notes: Includes bibliographical references and index.
Table of contents: title: Foreword; title: Geert hofstede; title: Preface to the fourth edition; title: Summary of the book; title: The paradoxes in global marketing communications; title: Global branding; title: Values and culture; title: Dimensions of culture; title: Culture and consumer behavior; title: Researching and applying cultural values; title: Culture and communication; title: Culture and the media; title: Culture and advertising appeals; title: Culture and executional style; title: From value paradox to strategy; title: Appendix A: GNP/capita 2011 (US$) and hofstede country scores for 66 countries; title: Appendix B: Data sources; title: Index; title: About the author.