Global marketing and advertising : understanding cultural paradoxes - Mooij, Marieke K. de, 1943- (Los Angeles : SAGE Publications, Inc., 2014)
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.
Includes bibliographical references and index.
Keywords: Target marketing -- Cross-cultural studies; Advertising -- Cross-cultural studies; Consumer behavior -- Cross-cultural studies