Mooij, Marieke K. de, 1943-

Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - 3rd ed. - Los Angeles : SAGE, c2010. - xviii, 323 p. : ill ; 26 cm.

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.

9781412970419 (pbk. : acid-free paper) 1412970415 (pbk. : acid-free paper)

2009002539


Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.

HF5415.127 / .M66 2010

658.8/02