Mooij, Marieke K. de,    1943- <br/><br/>
Global marketing and advertising :  understanding cultural paradoxes / 
Marieke de Mooij 
 - 4th ed. 
 - Thousand Oaks, Calif. :  SAGE,  c2014. 
 - xx, 395 p. :  ill. ;  25 cm. 
<br/><br/> Includes 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>9781452257174 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Target marketing --Cross-cultural studies<br/>Advertising --Cross-cultural studies<br/>Consumer behavior --Cross-cultural studies
<br/><br/><label>LC Class. No.: </label>HF5415.127