Mooij, Marieke K. de <br/><br/>
Global marketing and advertising  understanding cultural paradoxes 
Marieke de Mooij. 
 - 2nd ed. 
 - Thousand Oaks, Calif.  Sage  c2005. 
 - xvi, 269 p.  ill.  27 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>1412914752 (cloth) 1412914760 (pbk.) 
<br/><br/><label>LCCN: </label>2004026086 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Target marketing--Cross-cultural studies.<br/>Consumer behavior--Cross-cultural studies.<br/>Advertising--Cross-cultural studies.
<br/><br/><label>LC Class. No.: </label>HF5415.127  / .M66 2005 
<br/><br/><label>Dewey Class. No.: </label>658.8/02