Lee Yan Fong Library

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Mooij, Marieke K. de, 1943-

Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Fourth edition. - Thousand Oaks, California : SAGE Publications, Inc., [2014] - xx, 395 pages ; 26 cm

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.

ISBN: 9781452257174 1452257175

LCCN: 2013016276

Subjects--Topical Terms:
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.

LC Class. No.: HF5415.127 / M66 2014