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book
BookPrinted Material
Author Mooij, Marieke K. de, 1943-

Title Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.

Publication Info. Thousand Oaks, Calif. : Sage, [2005]
©2005
Online access
Table of contents
Publisher description

Item Status

Location Call No. Status OPAC Message Public Note Gift Note
 Moore Stacks  HF5415.127 .M66 2005    Available  ---
Edition 2nd ed.
Description xvi, 269 pages : illustrations ; 27 cm
Bibliography Includes bibliographical references and index.
Contents The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.
Subject Target marketing -- Cross-cultural studies.
Target marketing.
Genre/Form Cross-cultural studies.
Subject Advertising -- Cross-cultural studies.
Advertising.
Consumer behavior -- Cross-cultural studies.
Consumer behavior.
Internationale marketing.
Reclame.
Consumentengedrag.
Culturele verschillen.
ISBN 1412914752 cloth
1412914760 paperback

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