Global marketing and advertising : understanding cultural paradoxes /
By: Mooij, Marieke K. de
Material type:
BookPublisher: Thousand Oaks, Calif. : Sage, c2005.Edition: 2nd ed.Description: xvi, 269 p. : ill ; 27 cm.ISBN: 1412914752 (cloth); 1412914760 (pbk.); 9781412914758; 9781412914765Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC classification: 658.8/02
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 MO GL (Browse shelf) | Available | T0025150 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
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.