understanding cultural paradoxes Mooij, Marieke K. de 1943- creator text Fourth Edition. monographic eng

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xx, 395 pages : illustrations ; 26 cm 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. Marieke de Mooij. Includes bibliographical references and index. Target marketing Cross-cultural studies Advertising Cross-cultural studies Consumer behavior Cross-cultural studies HF5415.127 .M66 2014 9781452257174 (pbk) 2013016276 DLC 230223 20230223122645.0 17716950 eng