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Global marketing and advertising : understanding cultural paradox es / Marieke de Mooij.

By: Material type: TextTextPublication details: Los Angeles : SAGE, c2010.Edition: 3rd edDescription: xviii, 323 p. : ill. ; 26 cmISBN:
  • 9781412970419 (pbk. : acidfree paper)
  • 1412970415 (pbk. : acid-free paper)
Subject(s): DDC classification:
  • 658.8/02 22
Contents:
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 com munication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.
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Includes bibliographical references and index.

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 com munication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.

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