Global marketing and advertising : understanding cultural paradoxes understanding cultural paradoxes / Marieke De Mooij
Material type:
TextPublication details: Los Angeles : SAGE Publication 2019Edition: Fifth editionDescription: xx, 488 pages : illustrations ; 26 cmISBN: - 9781544318141
- HF5415 M66 2019
| Item type | Current library | Collection | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
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Philippine Christian University Manila Reserve | College | HF5415 M66 2019 (Browse shelf(Opens below)) | 1 | Available | 51714 |
Includes bibliographical references
Chapter 1: The paradoxes in global marketing communication -- Chapter 2: Global branding -- Chapter 3: values and culture -- Chapter 4: Dimensions of culture -- Chapter 5: Culture and consumer behavior -- Chapter 6: Researching and applying cultural values -- Chapter 7: Culture and communication -- Chapter 8: Culture and the media -- Chapter 9: Culture and advertising appeals -- Chapter 10: Culture and executional style -- Chapter 11: From value paradox to strategy.
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this work offers a mix of theory and practical applications. It covers globalisation, global branding strategies, classification models of culture, and much more.
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