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Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.

By: Publication details: Thousand Oaks, Calif. : SAGE, c2005.Edition: 2nd edDescription: xvi, 269 p. : ill. ; 27 cmISBN:
  • 1412914760 (pbk.)
  • 9781412914765 (pbk.)
Subject(s): DDC classification:
  • 658.802 MOO
Contents:
The paradoxes in global marketing communications -- The global-local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.
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Includes bibliographical references and index.

The paradoxes in global marketing communications -- The global-local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.