TY  - BOOK
AU  - Mooij,Marieke K.de
TI  - Global marketing and advertising: understanding cultural paradoxes
SN  - 1412914752 (cloth)
AV  - HF5415.127 .M66 2005
U1  - 658.8/02 22
PY  - 2005///
CY  - Thousand Oaks, Calif.
PB  - Sage
KW  - Target marketing
KW  - Cross-cultural studies
KW  - Local
KW  - Consumer behavior
KW  - Advertising
KW  - LEMB
N1  - 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
ER  -