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Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. [print]

By: Material type: TextTextPublication details: Los Angeles : SAGE Publications, Incorporated, (c)2014.Edition: Fourth editionDescription: xx, 395 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781452257174
  • 1452257175
Subject(s): Genre/Form: LOC classification:
  • HF5415.127.M817.G563 2014
Available additional physical forms:
  • COPYRIGHT: covered - CIU has obtained rights for you to copy and share this title in electronic or print format with students, faculty, and staff.
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: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author.
Item type: Circulating Book (checkout times vary with patron status) List(s) this item appears in: Cilla
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Holdings
Item type Current library Call number Status Date due Barcode
Circulating Book (checkout times vary with patron status) G. Allen Fleece Library Circulating Collection - First Floor HF5415.127.M817.G563 2014 (Browse shelf(Opens below)) Available 31923002084040

Includes bibliographies 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: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author.

COPYRIGHT: covered - CIU has obtained rights for you to copy and share this title in electronic or print format with students, faculty, and staff.

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