Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Material type:
TextPublication details: Los Angeles : SAGE, c2010.Edition: 3rd edDescription: xviii, 323 p. : ill. ; 26 cmISBN: - 9781412970419 (pbk. : acidfree paper)
- 1412970415 (pbk. : acidfree paper)
- 658.802/ 22 MOO
- HF5415.127 .M66 2010
| Item type | Current library | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | SUN - Main Library General Shelves | Text Books | 658.802/ MOO (Browse shelf(Opens below)) | Available | 2018-6887 |
Browsing SUN - Main Library shelves, Shelving location: General Shelves, Collection: Text Books Close shelf browser (Hides shelf browser)
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| 658.8 VEN Marketing management : | 658.800285574/ NAS Database marketing / | 658.802/ CRA Strategic marketing management cases / | 658.802/ MOO Global marketing and advertising : | 658.8102/ VEN Managing your sales force / | 658.812/ DOR Delivering the Customer Experience | 658.812/ DOR Delivering the Customer Experience |
Includes bibliographical references and index.
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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