Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
About this item
Full title
Author / Creator
Publisher
Thousand Oaks, Calif. : Sage, c2005.
Call Numbers
N658.802/76
Record Identifier
MMS ID
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.
Subjects
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
Author / Creator
Notes
General note
Includes bibliographical references and index.
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
