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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.
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.