Title Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.

Publication Info.

Los Angeles : SAGE Publications, Inc., [2014]

Copies

Location	Call No.	Status
University of Saint Joseph: Pope Pius XII Library - Standard Shelving Location	658.802 M817G	Check Shelf

Edition	Fourth edition.
Description	xx, 395 pages : illustrations ; 26 cm
Bibliography	Includes bibliographical references and index.
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.
Subject	Target marketing -- Cross-cultural studies.
	Advertising -- Cross-cultural studies.
	Consumer behavior -- Cross-cultural studies.
	Advertising. (OCoLC)fst00797511
	Consumer behavior. (OCoLC)fst00876238
	Target marketing. (OCoLC)fst01143138
	Internationale marketing.
	Reclame.
	Consumentengedrag. (NL-LeOCL)078475171
	Culturele verschillen. (NL-LeOCL)095970207
	Verbraucherverhalten. (DE-588)4062644-1
	Werbung. (DE-588)4065541-6
	Internationales Marketing. (DE-588)4125431-4
	Interkulturelles Verstehen. (DE-588)4200053-1
	Exportwerbung. (DE-588)4153401-3
Genre/Form	Cross-cultural studies. (OCoLC)fst01423769
ISBN	9781452257174
	1452257175

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