Global marketing and advertising : understanding cultural paradoxes /
Includes bibliographical references and index
| Main Author: | |
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| Format: | |
| Language: | eng |
| Published: |
Los Angeles : SAGE,
c201
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| Subjects: |
| _version_ | 1796735167440617472 |
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| author | Mooij, Marieke K. de, 1943- |
| author_facet | Mooij, Marieke K. de, 1943- |
| author_sort | Mooij, Marieke K. de, 1943- |
| collection | OCEAN |
| description | Includes bibliographical references and index |
| first_indexed | 2024-03-05T10:15:55Z |
| format | |
| id | KOHA-OAI-TEST:435399 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T10:15:55Z |
| publishDate | c201 |
| publisher | Los Angeles : SAGE, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:4353992020-12-19T17:15:38ZGlobal marketing and advertising : understanding cultural paradoxes / Mooij, Marieke K. de, 1943- Los Angeles : SAGE,c2010engIncludes bibliographical references and indexThe 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.PSZJBLTarget marketingAdvertisingConsumer behaviorURN:ISBN:9781412970419 (pbk.)URN:ISBN:1412970415 (pbk.) |
| spellingShingle | Target marketing Advertising Consumer behavior Mooij, Marieke K. de, 1943- Global marketing and advertising : understanding cultural paradoxes / |
| title | Global marketing and advertising : understanding cultural paradoxes / |
| title_full | Global marketing and advertising : understanding cultural paradoxes / |
| title_fullStr | Global marketing and advertising : understanding cultural paradoxes / |
| title_full_unstemmed | Global marketing and advertising : understanding cultural paradoxes / |
| title_short | Global marketing and advertising : understanding cultural paradoxes / |
| title_sort | global marketing and advertising understanding cultural paradoxes |
| topic | Target marketing Advertising Consumer behavior |
| work_keys_str_mv | AT mooijmariekekde1943 globalmarketingandadvertisingunderstandingculturalparadoxes |