Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Material type: TextPublisher: Los Angeles : SAGE Publications, Inc., [2014]Edition: Fourth EditionDescription: xx, 395 pages : illustrations ; 26 cmContent type:- text
- unmediated
- volume
- 9781452257174
- 658.802 23
- HF5415.127 .M66 2014
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Books | Centeral Library First Floor - Mass communication | 658.802 M.M.G 2014 (Browse shelf(Opens below)) | Available | 21975 | ||
Books | Centeral Library First Floor - Mass communication | 658.802 M.M.G 2014 (Browse shelf(Opens below)) | Available | 21977 | ||
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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