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

By: 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:
  • volume
ISBN:
  • 9781452257174
Subject(s): DDC classification:
  • 658.802 23
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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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Centeral Library First Floor - Mass communication 658.802 M.M.G 2014 (Browse shelf(Opens below)) Available 21975
Books Books Centeral Library First Floor - Mass communication 658.802 M.M.G 2014 (Browse shelf(Opens below)) Available 21977
Books Books Centeral Library First Floor - Mass communication 658.802 M.M.G 2014 (Browse shelf(Opens below)) 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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