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LEADER 01811nam a22004094a 4500

001 ocm56921590;

003 OCoLC;

005 20141211183817.0;

008 041102s2005 caua b 001 0 eng ;

010 a| 2004026086;

020 a| 1412914752 (cloth);

020 a| 1412914760 (pbk.);

035 a| (Sirsi) o56921590;

035 a| (OCoLC)56921590;

042 a| pcc;

049 a| EREE;

050 00 a| HF5415.127b| .M66 2005;

082 00 a| 658.8/022| 22;

100 1 a| Mooij, Marieke K. de,d| 1943-=| ^A289797;

245 10 a| Global marketing and advertising :b| understanding cultural paradoxes /c| Marieke de Mooij.;

250 a| 2nd ed.;

300 a| xvi, 269 pages :b| illustrations ;c| 27 cm;

336 a| text2| rdacontent;

337 a| unmediated2| rdamedia;

338 a| volume2| rdacarrier;

504 a| Includes bibliographical references and index.;

505 0 a| 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.;

650 0 a| Target marketingv| Cross-cultural studies.=| ^A415379;

650 0 a| Advertisingv| Cross-cultural studies.=| ^A4605;

650 0 a| Consumer behaviorv| Cross-cultural studies.=| ^A231577;

856 41 3| Table of contentsu| http://www.loc.gov/catdir/toc/ecip053/2004026086.html;

994 a| C0b| ERE;

596 a| 1;

998 a| 1015618;

999 a| HF5415.127 .M66 2005w| LCc| 1i| 30372012880131d| 3/24/2011e| 1/31/2011f| 3/27/2009g| 1l| JGESm| JOYNERn| 2p| $89.95q| 1r| Ys| Yt| JGESBKu| 11/2/2005x| BOOKz| JSTACKSo| .STAFF. 0;

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

Author/creator	Mooij, Marieke K. de, 1943-
Format	Book
Edition	2nd ed.
Publication Info	Thousand Oaks, Calif. : Sage, ©2005.
Description	xvi, 269 pages : illustrations ; 27 cm
Supplemental Content	Table of contents
Subjects	Target marketing--Cross-cultural studies. Advertising--Cross-cultural studies. Consumer behavior--Cross-cultural studies.

Contents	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.
Bibliography note	Includes bibliographical references and index.
LCCN	2004026086
ISBN	1412914752 (cloth)
ISBN	1412914760 (pbk.)

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Library	Location	Call Number	Status	Item Actions
Joyner	General Stacks	HF5415.127 .M66 2005	✔ Available	Place Hold

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

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