ISBN-10:
0803959702
ISBN-13:
9780803959705
Pub. Date:
12/28/1997
Publisher:
SAGE Publications
Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 1

Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 1

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Product Details

ISBN-13: 9780803959705
Publisher: SAGE Publications
Publication date: 12/28/1997
Edition description: Older Edition
Pages: 336
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Table of Contents

Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy

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