01790nam a22003257a 45000010009000000050017000090080041000260100017000670200024000840400028001080420008001360500026001441000033001702450094002032500020002972640052003173000044003693360021004133370025004343380023004595040051004825050578005336500046011116500041011576500047011989060045012459420015012909990013013059520146013181771695020230223122645.0230223b        |||||||| |||| 00| 0 eng d  a  2013016276  a9781452257174 (pbk)  bengaDLCcKMUerdadDLC  apcc00aHF5415.127b.M66 20141 aMooij, Marieke K. de,d1943-10aGlobal marketing and advertising :bunderstanding cultural paradoxes /cMarieke de Mooij.  aFourth Edition. 1aLos Angeles :bSAGE Publications, Inc.,c[2014]  axx, 395 pages :billustrations ;c26 cm  atext2rdacontent  aunmediated2rdamedia  avolume2rdacarrier  aIncludes bibliographical references and index.0 aForeword -- 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. 0aTarget marketingvCross-cultural studies. 0aAdvertisingvCross-cultural studies. 0aConsumer behaviorvCross-cultural studies.  a7bcbccorignewd1eecipf20gy-gencatlg  2lcccBKn0  c205d205  00102lcc40708NFICaCPLbCPLcOAd2023-02-22eBook Aid Internationall0oHF 5415.127 Moo 2014p750625r2023-02-23 00:00:00w2023-02-23yBK