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| LEADER |
01134pamaa2200229 4500 |
| 001 |
0000048660 |
| 005 |
20121206090000.0 |
| 008 |
110119 eng |
| 020 |
0 |
0 |
|a 9781412970419 (pbk.)
|
| 090 |
0 |
0 |
|a HF5415.127
|b MOO 2010
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| 100 |
1 |
0 |
|a De Mooij
|
| 245 |
1 |
0 |
|a Global marketing and advertising :
|b understanding cultural paradoxes
|c Marieke de Mooij.
|
| 250 |
0 |
0 |
|a 3rd ed.
|
| 260 |
0 |
0 |
|a Los Angeles:
|b SAGE,
|c 2010.
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| 300 |
|
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|a xviii, 323 p.:
|b ill.;
|c 26 cm.
|
| 501 |
0 |
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|a BMAUH
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| 504 |
0 |
0 |
|a Includes bibliographical references and index
|
| 505 |
0 |
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|a 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
|
| 650 |
0 |
0 |
|a Target marketing --
|x Cross-cultural studies
|
| 650 |
0 |
0 |
|a Advertising --
|x Cross-cultural studies
|
| 650 |
0 |
0 |
|a Consumer behavior --
|x Cross-cultural studies
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| 901 |
|
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|u http://www.sagepublishings.com
|
