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: 658.8/02| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.127 .M66 2014 (Browse shelf) | Available | AU0000000002014 |
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| HF5415.1265 .S658 2024 Digital analytics for marketing / | HF5415.1265 .V57 2021 Digital marketing fundamentals / | HF5415.1265 .W473 2016 Get scrappy : smarter digital marketing for businesses big and small / | HF5415.127 .M66 2014 Global marketing and advertising : understanding cultural paradoxes / | HF5415.127 .P8498 2015 Content Inc. : how entrepreneurs use content to build massive audiences and create radically successful businesses / | HF5415.127 .S65 2016 Experiential marketing : secrets, strategies, and success stories from the world's greatest brands / | HF5415.127 .Y66 2016 Superconsumers : a simple, speedy, and sustainable path to superior growth / |
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.