| 000 | 01378 am a2200325 a 4500 | ||
|---|---|---|---|
| 001 | ocm0803959699 | ||
| 008 | 970325s1998 caua b 001 eng | ||
| 010 | _a97004800 | ||
| 020 | _a0803959699 | ||
| 020 | _a0803959702 | ||
| 029 | _aT25423 | ||
| 040 | _dOCoLC | ||
| 082 | 0 | 4 | _a658.802 |
| 100 | 1 |
_aMooij, Marieke K. de, _d1943- _920783 |
|
| 245 | 1 | 0 |
_aGlobal marketing and advertising : _bunderstanding cultural paradoxes / _cMarieke de Mooij. |
| 260 |
_aThousand Oaks, CA : _bSage Publications, _c1998. |
||
| 300 |
_axx, 316 p. : _bill. ; _c24 cm. + _epbk. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aThe 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. | |
| 650 | 0 |
_aTarget marketing. _945581 |
|
| 650 | 0 |
_aAdvertising _933679 |
|
| 650 | 0 |
_aConsumer behavior. _944528 |
|
| 650 | 0 |
_aCross-cultural studies. _935988 |
|
| 907 |
_a.b10227441 _b170407 _c011116 |
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| 942 | _n0 | ||
| 969 | 0 | 0 | _a50150 |
| 979 | 0 | 0 |
_aFQ _b03 DEC 1999 |
| 989 | 0 | 0 |
_aFQ _b18 JAN 2000 |
| 998 |
_ac _b011115 _cm _da _e- _feng _gcau _h0 |
||
| 999 |
_c16824 _d16824 |
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