Midlands State University Library
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Global marketing and advertising : understanding cultural paradoxes created by Marieke de Mooij

By: Material type: TextTextPublication details: California : SAGE 2014.Edition: 4thDescription: 395 pages 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781452257174
Subject(s):
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
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Holdings
Item type Current library Call number Copy number Status Notes Date due Barcode
Book Book Main Library Open Shelf HF5415.127 MOO (Browse shelf(Opens below)) 148138 Available Donation BK134930
Core Collection Main Library Core Collection HF5415.127 MOO (Browse shelf(Opens below)) 148140 Available Donation BK134901
Book Book Main Library Open Shelf HF5415.127 MOO (Browse shelf(Opens below)) 148141 Available Donation BK134951
Core Collection Main Library Core Collection HF5415.127 MOO (Browse shelf(Opens below)) 148142 Available Donation BK135142
Book Book Main Library Open Shelf HF5415.127 MOO (Browse shelf(Opens below)) 148143 Available Donation BK134921
Book Book Main Library Open Shelf HF5415.127 MOO (Browse shelf(Opens below)) 148144 Available Donation BK134870
Book Book Main Library Open Shelf HF5415.127 MOO (Browse shelf(Opens below)) 148145 Available Donation BK134677
Book Book Main Library Open Shelf HF5415.127 MOO (Browse shelf(Opens below)) 145146 Available Donation BK134955

Includes bibliographical references and index

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

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