Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij
Material type: TextPublication details: Thousand Oaks, Calif. : SAGE, c2014.Edition: 4th edDescription: xx, 395 p. : ill. ; 25 cmISBN:- 9781452257174 (pbk.)
- HF5415.127
- HF5415.127 M66 2014
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
General H (Social Sciences: Economic, Industries, Commerce, Finance, Sociology, Family, Society) Ground floor | Universiti Islam Sultan Sharif Ali Ground Floor (Gadong Campus) | HF5415.127 M66 2014 c.1 (Browse shelf(Opens below)) | Available | 1050051290 |
Includes 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.
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