Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
By: Mooij, Marieke K. de
.
Publisher: Los Angeles : SAGE, c2010Edition: 3rd ed.Description: xviii, 323 p. : ill. ; 26 cm.ISBN: 9781412970419 (pbk.); 1412970415 (pbk.).Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC classification: 658.802
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.
| Item type | Current location | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Main Collection | Taylor's Library-TU | 658.802 MOO 2010 (Browse shelf) | 1 | Available | TBSxx,28000,03,CL | 5000104580 |
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.