Log in to save to my catalogue

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

Global marketing and advertising : understanding cultur...

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

https://devfeature-collection.sl.nsw.gov.au/record/74VKdRW8aVdl

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

About this item

Full title

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

Publisher

Thousand Oaks, Calif. : Sage, c2005.

Call Numbers

N658.802/76

Record Identifier

74VKdRW8aVdl

MMS ID

991019923429702626

Language

English

Formats

Physical Description

Physical content

xvi, 269 p. : ill. ; 27 cm.

Contents

Foreword to the second edition / Geert Hofstede -- 1. The paradoxes in global marketing communications -- 2. The global-local paradox in global branding -- 3. Culture -- 4. Dimensions of culture -- 5. Values and marketing -- 6. Culture and consumer behavior -- 7. Advertising and the media -- 8. Valu...

Publication information

Publisher

Thousand Oaks, Calif. : Sage, c2005.

Edition

2nd ed.

Place of Publication

California

Date Published

c2005.

More information

Scope and Contents

Summary

"Global marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification model...

Alternative Titles

Full title

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

Authors, Artists and Contributors
Notes

General note

Includes bibliographical references and index.

Contextual Information

Date Copyright

c2005.

Other version (online)

Identifiers

Primary Identifiers

Call Numbers

N658.802/76

Record Identifier

74VKdRW8aVdl

Permalink

https://devfeature-collection.sl.nsw.gov.au/record/74VKdRW8aVdl

Other Identifiers

ISBN

1412914760 (pbk.)

9781412914758 (cloth)

1412914752 (cloth)

9781412914765 (pbk.)

DDC

658.802

MMS ID

991019923429702626

How to access this item

1 of 0Request as a Library member