Global marketing and advertising : understanding cultural paradoxes - De Mooij (Los Angeles: SAGE, 2010)
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
BMAUH
Includes bibliographical references and index
Keywords: Target marketing -- -- Cross-cultural studies; Advertising -- -- Cross-cultural studies; Consumer behavior -- -- Cross-cultural studies