MARC Record from Library of Congress

LEADER: 01216nam a22002658a 4500
001 2009002539
003 DLC
005 20090126070336.0
008 090123s2009 cau b 001 0 eng
010 $a 2009002539
020 $a9781412970419 (pbk. : acid-free paper)
040 $aDLC$cDLC$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 K. de Mooij.
250 $a3rd ed.
260 $aThousand Oaks :$bSage Publications,$c2009, c2010.
263 $a0907
300 $ap. 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 -- Executional style and culture -- 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.