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Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 4
     

Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 4

by Marieke de Mooij
 

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ISBN-10: 1452257175

ISBN-13: 9781452257174

Pub. Date: 09/24/2013

Publisher: SAGE Publications

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all

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