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Global Marketing and Advertising : Understanding Cultural Paradoxes / Marieke de Mooij.

By: Mooij, Marieke K. de, 1943-
Material type: TextTextPublisher: Los Angeles : SAGE, 2010 c2010Edition: 3rd edDescription: xviii, 323 p. : ill. ; 26 cmISBN: 9781412970419 (pbk. : acidfree paper); 1412970415 (pbk. : acidfree paper)Subject(s): Marketing | Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC classification: 658.802 LOC classification: HF5415.127 | .M66 2010
Contents:
The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.
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Item type Current location Collection Call number Vol info Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library
First floor
Alahram 658.802 MOO (Browse shelf) 300 Available 000020191
Total holds: 0

Includes bibliographical references and index.

The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.

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