MARC Record from Library of Congress

LEADER: 01566cam a2200301 i 4500
001 2013016276
003 DLC
005 20140531080251.0
008 130429s2014 caua b 001 0 eng
010 $a 2013016276
020 $a9781452257174
040 $aDLC$beng$cDLC$erda$dDLC
042 $apcc
050 00 $aHF5415.127$b.M66 2014
082 00 $a658.8/02$223
100 1 $aMooij, Marieke K. de,$d1943-
245 10 $aGlobal marketing and advertising :$bunderstanding cultural paradoxes /$cMarieke de Mooij.
250 $aFourth Edition.
264 1 $aLos Angeles :$bSAGE Publications, Inc.,$c[2014]
300 $axx, 395 pages :$billustrations ;$c26 cm
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aForeword -- Geert hofstede -- Preface to the fourth edition -- Summary of the book -- The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy -- Appendix A: GNP/capita 2011 (US$) and hofstede country scores for 66 countries -- Appendix B: Data sources -- Index -- About the author.
650 0 $aTarget marketing$vCross-cultural studies.
650 0 $aAdvertising$vCross-cultural studies.
650 0 $aConsumer behavior$vCross-cultural studies.