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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
Subject(s): DDC classification:
  • 658.802 23
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
Books Centeral Library First Floor - Mass communication 658.802 M.M.G 2014 (Browse shelf(Opens below)) Available 21975
Books Centeral Library First Floor - Mass communication 658.802 M.M.G 2014 (Browse shelf(Opens below)) Available 21977
Books Centeral Library First Floor - Mass communication 658.802 M.M.G 2014 (Browse shelf(Opens below)) Available 21976

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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