Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
By: Mooij, Marieke K. de.
Edition: Fourth Edition.Description: xx, 395 pages : illustrations ; 26 cm.ISBN: 9781452257174.Subject(s): Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studies | Target marketing -- Cross-cultural studiesGenre/Form: Print books.DDC classification: 658.8/02Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|
On Shelf | HF5415.127 .M66 2014 (Browse shelf) | Available | AU0000000002014 |
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.