01736nam a22003257a 4500 17716950 20230223122645.0 230223b |||||||| |||| 00| 0 eng d 2013016276 9781452257174 (pbk) eng DLC KMU rda DLC pcc HF5415.127 .M66 2014 Mooij, Marieke K. de, 1943- Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. Fourth Edition. Los Angeles : SAGE Publications, Inc., [2014] xx, 395 pages : illustrations ; 26 cm text rdacontent unmediated rdamedia volume rdacarrier 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. Target marketing Cross-cultural studies. Advertising Cross-cultural studies. Consumer behavior Cross-cultural studies. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 0 205 205 0 0 lcc 0 0 NFIC CPL CPL OA 2023-02-22 Book Aid International 0 HF 5415.127 Moo 2014 750625 2023-02-23 00:00:00 2023-02-23 BK