01134pamaa2200229 4500 0000048660 20121206090000.0 110119 eng 9781412970419 (pbk.) HF5415.127 MOO 2010 De Mooij Global marketing and advertising : understanding cultural paradoxes Marieke de Mooij. 3rd ed. Los Angeles: SAGE, 2010. xviii, 323 p.: ill.; 26 cm. BMAUH Includes bibliographical references and index 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 Target marketing -- Cross-cultural studies Advertising -- Cross-cultural studies Consumer behavior -- Cross-cultural studies http://www.sagepublishings.com