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Mooij, Marieke K. de, 4 0 1943-

Global marketing and advertising : understanding cultural paradoxes / 6 6 Marieke de Mooij. - Third Edition. - - xviii, 323 p. : ill. 26 cm. - - - - - . - . - 0 . - . - 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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ISBN: 9781412970419;1412970415 (pbk. : acid-free paper)

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Target marketing;Advertising;Consumer behavior --------20--Cross-cultural studies.;Cross-cultural studies.;Cross-cultural studies.

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LC Class. No.: HF5415.127 / .M66 20102

Dewey Class. No.: 658.8/02 / 222

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