Global marketing and advertising
Subtitle: understanding cultural paradoxes
By: Marieke de Mooij.
Publisher: Sage Publications
Published: 1998
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 316
Subjects: Target marketing -- Cross-cultural studies; Advertising -- Cross-cultural studies; Consumer behavior -- Cross-cultural studies
Genres: Cross-cultural studies.
Description: Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book.
Notes: Includes bibliographical references and index.