Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. 6
By: Mooij, Marieke K. de, 4 0 16 [, ] | [, ] |
Contributor(s): 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; Los Angeles : SAGE, 2010;copyright 2010.46Edition: Third EditionDescription: 26 cm. xviii, 323 p. : illContent type: text Media type: 2 Carrier type: volumeISBN: 9781412970419;1412970415 (pbk. : acid-free paper)ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- Target marketing;Advertising;Consumer behavior -- -- 20 -- Cross-cultural studies.;Cross-cultural studies.;Cross-cultural studies | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | 658.8/02 LOC classification: | HF5415.127 | .M66 20102Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Circulation Section | Circulation-Circulating | 658.802 D397g 2010 (Browse shelf) | Available | C34900 |
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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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