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Global marketing and advertising : understanding cultural paradoxes

Mooij, Marieke De

Global marketing and advertising : understanding cultural paradoxes by Marieke De Mooij - 3rd ed. - New Delhi: Sage Publications India Pvt. Ltd. 2010 - xviii, 323p., ind. 25 cm x 17 cm

ISBN: 9781412970419

Subjects--Topical Terms:
advertising
advertising appeals
applying cultural values
communication
consumer behavior
consumer behavior
cross cultural studies
dimensions of culture
executional style
global branding
global marketing communications
marketing
media
researching
values and culture

Dewey Class. No.: 658.8 / MOO

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