Global marketing and advertising : understanding cultural paradoxes
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles :
SAGE ,
c2010
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| Edition: | 3rd ed |
| Subjects: |
Table of Contents:
- 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