Global marketing and advertising :
Mooij, Marieke K. de, 1943-
Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Fourth Edition. - xx, 395 pages : illustrations ; 26 cm
Includes bibliographical references and index.
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$) and hofstede country scores for 66 countries -- Appendix B: Data sources -- Index -- About the author.
9781452257174
2013016276
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
HF5415.127 / .M66 2014
658.8/02
Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Fourth Edition. - xx, 395 pages : illustrations ; 26 cm
Includes bibliographical references and index.
Foreword -- Geert hofstede -- Preface to the fourth edition -- Summary of the book -- The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy -- Appendix A: GNP/capita 2011 (US$) and hofstede country scores for 66 countries -- Appendix B: Data sources -- Index -- About the author.
9781452257174
2013016276
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
HF5415.127 / .M66 2014
658.8/02