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Mooij, Marieke K. de, 1943-

Global Marketing and Advertising : Understanding Cultural Paradoxes / Marieke de Mooij. - 3rd ed. - Los Angeles : SAGE, 2010 c2010. - xviii, 323 p. : ill. ; 26 cm.

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.

ISBN: 9781412970419 (pbk. : acidfree paper) 1412970415 (pbk. : acidfree paper)

LCCN: 2009002539

Subjects--Topical Terms:
Marketing.
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.

LC Class. No.: HF5415.127 / .M66 2010

Dewey Class. No.: 658.802 / MOO