understanding cultural paradoxes Mooij, Marieke K. de creator text bibliography cau Thousand Oaks, Calif Sage c2005 2005 2nd ed. monographic eng

print

xvi, 269 p. ill. 27 cm. 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. Marieke de Mooij. Includes bibliographical references and index. Target marketing Cross-cultural studies Consumer behavior Cross-cultural studies Advertising Cross-cultural studies HF5415.127 .M66 2005 658.8/02 1412914752 (cloth) 1412914760 (pbk.) 2004026086 DLC 041102 20160527195948.0 280523