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

By: Material type: TextPublisher: 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 (pbk)
Subject(s): 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
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Non-Fiction Kapasa Makasa University Open Access Kapasa Makasa University Non-fiction HF 5415.127 Moo 2014 (Browse shelf(Opens below)) Available 750625
Total holds: 0

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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