Global marketing & advertising : = u...
Mooij, Marieke K. de, (1943-)

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  • Global marketing & 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 & advertising :/ Marieke de Mooij.
    其他題名: understanding cultural paradoxes /
    其他題名: Global marketing and advertising
    作者: Mooij, Marieke K. de,
    出版者: Los Angeles :SAGE, : 2019.,
    面頁冊數: xx, 488 p. :ill. ;24 cm.
    附註: Previous edition: 2014.
    內容註: Foreword / Geert Hofstede -- Preface to the fourth edition -- Summary of the book -- The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy -- Appendix A: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author.
    標題: Advertising - Cross-cultural studies. -
    ISBN: 9781544318141
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  • 壽豐校區(SF Campus)
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  • 最近登收卷期: 1 (2019/09/16)
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W0201116 六樓西文書區HC-Z(6F Western Language Books) 01.外借(書)_YB 一般圖書 HF5415.127 M66 2019 一般使用(Normal) 在架 0
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