http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
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
Includes bibliographical references and index