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| 001 |
0000067948 |
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20110228093000.0 |
| 008 |
100721s2010 cau eng |
| 020 |
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|a 1412970415 (pbk. : acid-free paper)
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| 020 |
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|a 9781412970419 (pbk. : acid-free paper)
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| 090 |
0 |
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|a HF5415.127
|b .M66 2010
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| 100 |
1 |
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|a Mooij, Marieke K. de ,
|d 1943- ,
|e author
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| 245 |
1 |
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|a Global marketing and advertising :
|b understanding cultural paradoxes
|c Marieke de Mooij
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| 250 |
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|a 3rd ed
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| 260 |
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|a Los Angeles :
|b SAGE ,
|c c2010
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| 300 |
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|a xviii, 323 p. :
|b ill. ;
|c 26 cm.
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
0 |
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|a 1. The paradoxes in global marketing communications -- 2. Global branding -- 3. Values and culture -- 4. Dimensions of culture -- 5. Culture and consumer behavior -- 6. Researching and applying cultural values -- 7. Culture and communication -- 8. Culture and the media -- 9. Culture and advertising appeals -- 10. Culture and executional style -- 11. From value paradox to strategy
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| 650 |
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0 |
|a Advertising
|x Cross-cultural studies
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| 650 |
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0 |
|a Consumer behavior
|v Cross-cultural studies
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| 650 |
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0 |
|a Target marketing
|x Cross-cultural studies
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| 999 |
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|a 1000134947
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|