35986841_10216840653711318_1105697261150535680_n

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

By: Mooij, Marieke K. de, 1943-
Material type: TextTextPublisher: Los Angeles : SAGE Publications, Inc., [2014]Edition: Fourth EditionDescription: xx, 395 pages : illustrations ; 26 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781452257174Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC classification: 658.802 LOC classification: HF5415.127 | .M66 2014
Contents:
Foreword -- Geert hofstede -- Preface to the fourth edition -- Summary of the book -- 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 -- Appendix A: GNP/capita 2011 (US$) and hofstede country scores for 66 countries -- Appendix B: Data sources -- Index -- About the author.
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First Floor - Mass communication
658.802 M.M.G 2014 (Browse shelf) Available 21975
Books Books Centeral Library
First Floor - Mass communication
658.802 M.M.G 2014 (Browse shelf) Available 21977
Books Books Centeral Library
First Floor - Mass communication
658.802 M.M.G 2014 (Browse shelf) Available 21976

Includes bibliographical references and index.

Foreword -- Geert hofstede -- Preface to the fourth edition -- Summary of the book -- 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 -- Appendix A: GNP/capita 2011 (US$) and hofstede country scores for 66 countries -- Appendix B: Data sources -- Index -- About the author.

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