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Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij

By: Resource type: Ressourcentyp: BuchBookLanguage: English Publisher: Thousand Oaks, Calif. [u.a.] : Sage, c 2005Edition: 2. edDescription: XVI, 269 S : Ill., graph. Darst ; 27 cmISBN:
  • 1412914752
  • 1412914760
Subject(s): Genre/Form: DDC classification:
  • 658.802
  • 658.8/02
RVK: RVK: HF 655 | QP 680LOC classification:
  • HF5415.127
  • HF5415.127.M66 2005
Contents:
Action note:
  • 2
Summary: The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.Call number: Grundsignatur: 2005 E 956(2)PPN: PPN: 470933739
Holdings
Item type Home library Collection Shelving location Call number Status Barcode
Freihandbestand ausleihbar Bibliothek Campus Süd wirt 5.81 Lesesaal Wirtschaftswissenschaften und Informatik (LSW) 2005 E 956(2) Available 47905414090
Total holds: 0

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