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Mooij, Marieke K. de

Global marketing and advertising understanding cultural paradoxes Marieke de Mooij. - 2nd ed. - Thousand Oaks, Calif. Sage c2005. - xvi, 269 p. ill. 27 cm.

Includes bibliographical references and index.

The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.

ISBN: 1412914752 (cloth) 1412914760 (pbk.)

LCCN: 2004026086

Subjects--Topical Terms:
Target marketing--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
Advertising--Cross-cultural studies.

LC Class. No.: HF5415.127 / .M66 2005

Dewey Class. No.: 658.8/02