Global marketing and advertising : understanding cultural paradoxes /
Mooij, Marieke K. de, 1943-
Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Thousand Oaks, CA : Sage Publications, 1998. - xx, 316 p. : ill. ; 24 cm. + pbk.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- The global-local paradox -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Culture and how advertising works -- Value paradoxes in advertising appeals -- Cross-cultural advertising research -- Executional style and culture -- Advertising styles -- From value paradox to strategy.
0803959699 0803959702
97004800
Target marketing.
Advertising
Consumer behavior.
Cross-cultural studies.
658.802
Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Thousand Oaks, CA : Sage Publications, 1998. - xx, 316 p. : ill. ; 24 cm. + pbk.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- The global-local paradox -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Culture and how advertising works -- Value paradoxes in advertising appeals -- Cross-cultural advertising research -- Executional style and culture -- Advertising styles -- From value paradox to strategy.
0803959699 0803959702
97004800
Target marketing.
Advertising
Consumer behavior.
Cross-cultural studies.
658.802