Global marketing and advertising : understanding cultural paradoxes [3rd ed.] Marieke de Mooij.

By:

Mooij, Marieke K. de, 1943-

Material type: Text

TextPublication details: Los Angeles : SAGE, c2010.Edition: 3rd edDescription: xviii, 323 pages : illustrated ; 26 cmISBN:

9781412970419 (pbk. : acidfree paper)
9781412970419

Subject(s):

DDC classification:

658.8/02 22

LOC classification:

HF5415.127 .M66 2010

Contents:

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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Holdings
Item type	Current library	Call number	Status	Barcode
Loan	Margaret Thatcher Library First Floor	HF5415.127 \| .M66 2010 (Browse shelf(Opens below))	Available	20083537
Loan	Margaret Thatcher Library First Floor	HF5415.127 \| .M66 2010 (Browse shelf(Opens below))	Available	20083536
Loan	Margaret Thatcher Library First Floor	HF5415.127 \| .M66 2010 (Browse shelf(Opens below))	Available	20083535
Loan	Margaret Thatcher Library First Floor	HF 5415.127 .M66 2010 (Browse shelf(Opens below))	Available	20083538

Includes bibliographical references and index.

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Global marketing and advertising : understanding cultural paradoxes [3rd ed.] Marieke de Mooij.