Global marketing and advertising understanding cultural paradoxes

By:

Mooij, Marieke K de, 1943-

Material type: Text

TextPublication details: New Delhi Sage 2010Edition: 3rdDescription: xviii,323p. ill. ; 26 cmISBN:

9781412970419

Subject(s):

DDC classification:

658.802 22 MO-G

LOC classification:

HF5415.127 .M66 2010

Contents:

The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.

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Holdings
Item type	Home library	Collection	Shelving location	Call number	Materials specified	Status	Date due	Barcode
Print	OPJGU Sonepat- Campus	General Books	Main Library	658.802 MO-G (Browse shelf(Opens below))		Available		112385

Includes bibliographical references and index.

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