000			01736nam a22003257a 4500
001			17716950
005			20230223122645.0
008			230223b |||||||| |||| 00| 0 eng d
010			_a 2013016276
020			_a9781452257174 (pbk)
040			_beng _aDLC _cKMU _erda _dDLC
042			_apcc
050	0	0	_aHF5415.127 _b.M66 2014
100	1		_aMooij, Marieke K. de, _d1943-
245	1	0	_aGlobal marketing and advertising : _bunderstanding cultural paradoxes / _cMarieke de Mooij.
250			_aFourth Edition.
264		1	_aLos Angeles : _bSAGE Publications, Inc., _c[2014]
300			_axx, 395 pages : _billustrations ; _c26 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505	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.
650		0	_aTarget marketing _vCross-cultural studies.
650		0	_aAdvertising _vCross-cultural studies.
650		0	_aConsumer behavior _vCross-cultural studies.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c205 _d205