TY  - BOOK
AU  - Mooij,Marieke K.de
TI  - Global marketing and advertising: understanding cultural paradoxes 
SN  - 9781452257174 (pbk.)
AV  - HF5415.127  
PY  - 2014///
CY  - Thousand Oaks, Calif.
PB  - SAGE
KW  - Target marketing
KW  - Cross-cultural studies
KW  - Advertising
KW  - Consumer behavior
N1  - 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.
ER  -