Global Marketing and Advertising
Subtitle: Understanding Cultural Paradoxes
Edition: Second Edition edition
Publisher: Sage Publications, Inc
Published: March 17, 2005
Language: eng
Format: Hardcover
Number of pages: 288
ISBN-13: 9781412914758
Subjects: Cross-cultural studies; Business / Economics / Finance; Business & Economics; Business/Economics; International - Marketing; Advertising & Promotion; Business & Economics / Advertising & Promotion; Advertising; Consumer behavior; Target marketing
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."