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Global marketing and advertising : understanding cultural paradoxes /
By: De Mooij, Marieke K.
Publisher: Thousand Oaks, Calif. : Sage, 2005Edition: 2nd ed.Description: xvi, 269 p. : ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 1412914752 (cloth); 9781412914758; 1412914760 (pbk.).Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesDDC classification: 658.802
Contents:
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.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Standard Loan
|
ATU Sligo Yeats Library Main Lending Collection | 658.802 MOO (Browse shelf(Opens below)) | 1 | Available | 0054960 |
Total holds: 0
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.