35986841_10216840653711318_1105697261150535680_n

Global marketing and advertising :

Mooij, Marieke K. de, 1943-

Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Fourth Edition. - xx, 395 pages : illustrations ; 26 cm

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.

9781452257174

2013016276


Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.

HF5415.127 / .M66 2014

658.802