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Global marketing and advertising : understanding cultural paradoces

Mooij, Marieke

Global marketing and advertising : understanding cultural paradoces by Marieke de Mooij - 4th ed. - California: Sage Publications, Inc. 2013 - xx, 395p., app., ind. 25 cm x 18 cm

ISBN: 9781452257174

Subjects--Topical Terms:
advertising
advertising appeals
consumer behaviour
cross-cultural studies
global branding
global marketing communications
researching
target marketing
values and culture

Dewey Class. No.: 658.848 / MOO

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