Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. [print]
Material type: TextPublication details: Los Angeles : SAGE Publications, Incorporated, (c)2014.Edition: Fourth editionDescription: xx, 395 pages : illustrations ; 26 cmContent type:- text
- unmediated
- volume
- 9781452257174
- 1452257175
- HF5415.127.M817.G563 2014
- COPYRIGHT: covered - CIU has obtained rights for you to copy and share this title in electronic or print format with students, faculty, and staff.
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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