Global marketing and advertising : understanding cultural paradoxes /

Bibliographic Details
Main Author: Mooij, Marieke K. de
Format: Printed Book
Published: Los Angeles : SAGE, c2010.
Edition:3rd ed.
Subjects:
Target marketing
Advertising
Consumer behavior
Table of 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 communication
  • Culture and the media
  • Culture and advertising appeals
  • Culture and executional style
  • From value paradox to strategy.

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