Global marketing and advertising
Subtitle: understanding cultural paradoxes
By: Marieke K. de Mooij.
Edition: 3rd ed.
Publisher: Sage Publications; Sage Publications, Inc
Published: 2009
Place of publication: Thousand Oaks
Language: eng
Number of pages: 344
ISBN-13: 9781412970419
Subjects: Target marketing -- Cross-cultural studies; Advertising -- Cross-cultural studies; Consumer behavior -- Cross-cultural studies
Genres: Cross-cultural studies
Notes: Includes bibliographical references and index.
Table of contents: 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: Executional style and culture; title: From value paradox to strategy.