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

By: Material type: TextPublication details: Los Angeles : SAGE, 2010 c2010.Edition: 3rd edDescription: xviii, 323 p. : ill. ; 26 cmISBN:
  • 9781412970419 (pbk. : acidfree paper)
  • 1412970415 (pbk. : acidfree paper)
Subject(s): DDC classification:
  • 658.802 22 MOO
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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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book - Borrowing Central Library First floor Alahram 658.802 MOO (Browse shelf(Opens below)) 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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