Global marketing and advertising : understanding cultural paradoxes /: understanding cultural paradoxes. (2013)

• Record Type: Book
• Further Information: Note: Marieke de Mooij.
• Other Names: Mooij, Marieke K. de, 1943-
• 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.
• Edition: Fourth Edition
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2013
• Extent: 1 online resource (416 pages)
• Subjects: 658.8/02; Target marketing -- Cross-cultural studies; Advertising -- Cross-cultural studies; Consumer behavior -- Cross-cultural studies
• Languages: English
• ISBNs: 9781483315454; 1483315452
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.