Global Marketing and Advertising
Subtitle: Understanding Cultural Paradoxes
Publisher: Sage Publications, Inc
Published: July 15, 1997
Language: eng
Format: Hardcover
Number of pages: 336
ISBN-13: 9780803959699
Subjects: Cultural studies; Cross-cultural studies; International Marketing; Business & Economics; Business / Economics / Finance; Target marketing; Business/Economics; Marketing - General; International - Marketing; Advertising & Promotion; Business & Economics / Advertising & Promotion; Advertising; Consumer Behavior
First sentence: In a meeting between the Duke of Wellington and Napoleon after the battle of Waterloo, Wellington is said to have reproached Napoleon with the words, "You fight for power, we fight for honor," and Napoleon is said to have answered: "Yes, one always fights for what one does not have."