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Global marketing and advertising : understanding cultural paradoxes

Author: Marieke K de Mooij
Publisher: Thousand Oaks, Calif. : Sage Publications, ©1998.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book.
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Genre/Form: Cross-cultural studies
Études transculturelles
Additional Physical Format: Online version:
Mooij, Marieke K. de, 1943-
Global marketing and advertising.
Thousand Oaks, Calif. : Sage Publications, c1998
(OCoLC)679578034
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Marieke K de Mooij
ISBN: 0803959699 9780803959699 0803959702 9780803959705
OCLC Number: 36649396
Description: xx, 316 p. : ill. ; 24 cm.
Contents: Foreword / Geert Hofstede --
1. The Paradoxes in Global Marketing Communications --
2. The Global-Local Paradox --
3. Culture --
4. Dimensions of Culture --
5. Values and Marketing --
6. Culture and Consumer Behavior --
7. Culture and How Advertising Works --
8. Value Paradoxes in Advertising Appeals --
9. Cross-Cultural Advertising Research --
10. Executional Style and Culture --
11. Advertising Styles --
12. From Value Paradox to Strategy.
Responsibility: Marieke de Mooij.
More information:

Abstract:

Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book.

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