Global marketing and advertising : understanding cultural paradoxes /
By: Mooij, Marieke K. de
Material type:
BookPublisher: Los Angeles : SAGE, c2010.Edition: 3rd ed.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
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.802 MO GL (Browse shelf) | Available | T0040799 |
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.