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Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Publication details: Thousand Oaks, CA : SAGE Publications, Inc., 2014.Edition: Fourth EditionDescription: xx, 395 pages: ill. ; 24 cmContent type:- text
- unmediated
- volume
- 9781452257174 (pbk.) :
- 1452257175 (pbk.) :
- 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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5415.127 .M66 2014 (Browse shelf(Opens below)) | Available | 5108019 |
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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