MARC Record from Library of Congress

LEADER: 01313cam a2200277 a 4500
001 2009002539
003 DLC
005 20100324090552.0
008 090123s2010 caua b 001 0 eng
010 $a 2009002539
020 $a9781412970419 (pbk. : acid-free paper)
020 $a1412970415 (pbk. : acid-free paper)
035 $a(OCoLC)ocn299381579
040 $aDLC$cDLC$dBTCTA$dYDXCP$dC#P$dBWX$dCDX$dDLC
050 00 $aHF5415.127$b.M66 2010
082 00 $a658.8/02$222
100 1 $aMooij, Marieke K. de,$d1943-
245 10 $aGlobal marketing and advertising :$bunderstanding cultural paradoxes /$cMarieke de Mooij.
250 $a3rd ed.
260 $aLos Angeles :$bSAGE,$cc2010.
300 $axviii, 323 p. :$bill. ;$c26 cm.
504 $aIncludes bibliographical references and index.
505 0 $aThe 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.
650 0 $aTarget marketing$vCross-cultural studies.
650 0 $aAdvertising$vCross-cultural studies.
650 0 $aConsumer behavior$vCross-cultural studies.