An edition of Global marketing and advertising
(2014)
Global marketing and advertising
understanding cultural paradoxes
Fourth edition.
by Marieke K. de Mooij
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Subjects
Cross-cultural studies, Target marketing, Consumer behavior, Advertising, Marketing, Target marketing--cross-cultural studies, Advertising--cross-cultural studies, Consumer behavior--cross-cultural studies, Internationale marketing, Reclame, Consumentengedrag, Culturele verschillen, Verbraucherverhalten, Werbung, Internationales marketing, Interkulturelles verstehen, Exportwerbung, Marketing comportemental, Comportement du consommateur, Hf5415.127 .m66 2014, 658.8/02Showing 1 featured edition. View all 1 editions?
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Global marketing and advertising: understanding cultural paradoxes
2014, SAGE Publications, Inc
in English
- Fourth edition.
1452257175 9781452257174
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Book Details
Table of Contents
Foreword
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.
Edition Notes
Includes bibliographical references and index.
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The Physical Object
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| December 20, 2023 | Edited by ImportBot | import existing book |
| January 15, 2023 | Edited by ImportBot | import existing book |
| August 3, 2020 | Edited by ImportBot | import existing book |
| July 18, 2019 | Created by MARC Bot | import new book |