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Global marketing and advertising : =...
~
Mooij, Marieke K. de, (1943-)
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Global marketing and advertising : = understanding cultural paradoxes /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Global marketing and advertising :/ Marieke de Mooij.
其他題名:
understanding cultural paradoxes /
作者:
Mooij, Marieke K. de,
出版者:
Thousand Oaks, Calif. :Sage, : c2005.,
面頁冊數:
xvi, 269 p. :ill. ;26 cm.
內容註:
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.
標題:
Target marketing - Cross-cultural studies. -
ISBN:
1412914752$b(hbk.)
Global marketing and advertising : = understanding cultural paradoxes /
Mooij, Marieke K. de,1943-
Global marketing and advertising :
understanding cultural paradoxes /Marieke de Mooij. - 2nd ed. - Thousand Oaks, Calif. :Sage,c2005. - xvi, 269 p. :ill. ;26 cm.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.
ISBN: 1412914752$b(hbk.)
LCCN: 2004026086Subjects--Topical Terms:
601325
Target marketing
--Cross-cultural studies.
LC Class. No.: HF5415.127 / .M66 2005
Dewey Class. No.: 658.8/02
Global marketing and advertising : = understanding cultural paradoxes /
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