Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
By: Mooij, Marieke K. de
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Material type: 
TextPublisher: Los Angeles : SAGE, c2010Edition: 3rd ed.Bibliography: Includes bibliographical references and index.Description: xviii, 323 p. : ill. ; 26 cm.ISBN: 9781412970419 (pbk. : acid-free paper); 1412970415 (pbk. : acid-free paper).Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC classification: 658.8/02 | 338.761 | Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.802 M777 2010 (Browse shelf(Opens below)) | Available | 34284003706165 |
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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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