Table of Contents: Global marketing and advertising :

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Global marketing and advertising : understanding cultural paradoxes

Main Author:	De Mooij
Format:	Book
Language:	English
Published:	Los Angeles: SAGE, 2010.
Edition:	3rd ed.
Subjects:	Target marketing -- > Cross-cultural studies Advertising -- > Cross-cultural studies Consumer behavior -- > Cross-cultural studies

Table of Contents:

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