TY  - BOOK
AU  - Mooij,Marieke K.de
TI  - Global marketing and advertising: understanding cultural paradoxes 
SN  - 9781452257174
AV  - HF5415.127 .M66 2014
U1  - 658.802 23
PY  - 2014///]
CY  - Los Angeles
PB  - SAGE Publications, Inc.
KW  - Target marketing
KW  - Cross-cultural studies
KW  - Advertising
KW  - Consumer behavior
N1  - 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
ER  -