Loading...
Global marketing and advertising: Understanding cultural paradoxes. /
| Main Author: | |
|---|---|
| Format: | Printed Book |
| Language: | English |
| Published: |
Thousand Oaks:
Sage,
1998.
|
| Subjects: |
Table of Contents:
- 1.The Paradoxes in global marketing communications2. The Global-Local paradox 3. Culture 4. Dimensions of culutre 5. Values and marketing 6. Culture and consumer behavior 7. Culture and how advertising works 8. Value paradoxes in advertising appeals