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Global marketing and advertising : =...
~
Mooij, Marieke K. de, (1943-)
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Global marketing and advertising : = understanding cultural paradoxes /
Record Type:
Language materials, printed : Monograph/item
Title/Author:
Global marketing and advertising :/ Marieke de Mooij.
Reminder of title:
understanding cultural paradoxes /
Author:
Mooij, Marieke K. de,
Published:
Thousand Oaks, Calif. :Sage, : c2005.,
Description:
xvi, 269 p. :ill. ;26 cm.
[NT 15003449]:
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.
Subject:
Target marketing - Cross-cultural studies. -
ISBN:
1412914752$b(hbk.)
Global marketing and advertising : = understanding cultural paradoxes /
Mooij, Marieke K. de,1943-
Global marketing and advertising :
understanding cultural paradoxes /Marieke de Mooij. - 2nd ed. - Thousand Oaks, Calif. :Sage,c2005. - xvi, 269 p. :ill. ;26 cm.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.
ISBN: 1412914752$b(hbk.)
LCCN: 2004026086Subjects--Topical Terms:
601325
Target marketing
--Cross-cultural studies.
LC Class. No.: HF5415.127 / .M66 2005
Dewey Class. No.: 658.8/02
Global marketing and advertising : = understanding cultural paradoxes /
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Global marketing and advertising :
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understanding cultural paradoxes /
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2nd ed.
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Thousand Oaks, Calif. :
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c2005.
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Sage,
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xvi, 269 p. :
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ill. ;
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26 cm.
504
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Includes bibliographical references and index.
505
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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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Consumer behavior
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Cross-cultural studies.
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601327
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六樓西文書區HC-Z(6F Western Language Books)
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六樓西文書區HC-Z(6F Western Language Books)
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HF5415.127 M66 2005
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