Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Mooij, Marieke K. de, 1943-
2005
HF5415.127 .M66 2005 (Mapit)
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Title Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Author Mooij, Marieke K. de, 1943-
Edition 2nd ed.
ISBN 9781412914765 (pbk.)
1412914760 (pbk.)
9781412914758
1412914752
Publication Details Thousand Oaks, Calif. : Sage, c2005.
Language English
Description xvi, 269 p. : ill. ; 26 cm.
Call Number HF5415.127 .M66 2005
Dewey Decimal Classification 658.8/02
Bibliography, etc. Note Includes bibliographical references and index.
Linked Resources Table of contents only
Publisher description
Contributor biographical information
Record Appears in On-Campus Resources > Books
All Resources
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.

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