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

Edition Third edition Published Los Angeles : SAGE, [2010] ©2010

Copies

Location	Call no.	Vol.	Availability
WATERFT BUSINESS	658.802 Moo/Gma 2010		AVAILABLE
MELB	658.802 Moo/Gma 2010		AVAILABLE

Description xviii, 323 pages : illustrations ; 26 cm 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 Bibliography Includes bibliographical references and index Subject Target marketing -- Cross-cultural studies. Advertising -- Cross-cultural studies. Consumer behavior -- Cross-cultural studies. LC no. 2009002539 ISBN 9781412970419 paperback acidfree paper 1412970415 paperback acid-free paper

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