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Global marketing and advertising : understanding cultural paradoxes /

by Mooij, Marieke K. de.
Material type: materialTypeLabelBookPublisher: Thousand Oaks, California : SAGE Publications, Inc., [2014]Edition: Fourth edition.Description: xx, 395 pages ; 26 cm.ISBN: 9781452257174; 1452257175.Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studies
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.
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5415.127 M66 2014 (Browse shelf) Available 00018165
Total holds: 0

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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