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Global marketing and advertising : understanding cultural paradoxes

Author: Marieke K de Mooij
Publisher: Los Angeles : SAGE, ©2010.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this work offers a mix of theory and practical applications. It covers globalization, global branding strategies, classification models of culture, & much more.
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Genre/Form: Cross-cultural studies
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Marieke K de Mooij
ISBN: 9781412970419 1412970415
OCLC Number: 299381579
Description: xviii, 323 pages : illustrations ; 26 cm
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.
Responsibility: Marieke de Mooij.

Abstract:

The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.  Read more...

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Excellent choice for my combined class of undergraduate and graduate students. -- Michael McBride "Thank you so much for sending me the CD for the de Mooij book. It's incredible! I really wasn't Read more...

 
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