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Global marketing and advertising : understanding cultural paradoxes /

By: Mooij, Marieke K. de, 1943-
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
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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.

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