Global marketing and advertising : understanding cultural paradoxes

• Main Author: Mooij, Marieke de, 1943- (Author)
• Format: Book
• Language: English
• Published: Thousand Oaks, CA : SAGE, c2014
• Edition: 4th ed.
• Subjects: mezinárodní marketing; cílený marketing; reklama a propagace; interkulturní komunikace; regionální kultura; export marketing; target marketing; advertising; intercultural communication; regional culture; monografie; monographs
• ISBN: 9781452257174
• Physical Description: xx, 395 s. : il. ; 26 cm

Table of 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