000			01639cam a2200313 i 4500
001			2013016276
003			DLC
005			20170214093200.0
008			130429s2014 caua b 001 0 eng
010			_a 2013016276
020			_a9781452257174
020			_a1452257175
040			_c
050	0	0	_aHF5415.127 _bM66 2014
100	1		_aMooij, Marieke K. de, _d1943- _0(local)70322
245	1	0	_aGlobal marketing and advertising : _bunderstanding cultural paradoxes / _cMarieke de Mooij.
250			_aFourth edition.
260			_aThousand Oaks, California : _bSAGE Publications, Inc., _c[2014]
300			_axx, 395 pages ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aForeword -- 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.
650		0	_aTarget marketing _vCross-cultural studies. _0(local)70323
650		0	_aAdvertising _vCross-cultural studies. _0(local)70324
650		0	_aConsumer behavior _vCross-cultural studies. _0(local)70325
942			_2lcc _cBK
999			_c12546 _d12546