Global Marketing and Advertising: Understanding Cultural Paradoxes
Understanding Cultural Paradoxes
De Mooij, Marieke
ISBN: | 9780803959699 |
Publisher: | SAGE Publications, Inc |
Published: | 10 September, 1997 |
Format: | Hardcover |
Language: | English |
Links | Australian Libraries (Trove) |
Editions: |
16 other editions
of this product
|
Global Marketing and Advertising: Understanding Cultural Paradoxes
Understanding Cultural Paradoxes
De Mooij, Marieke
Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book.
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