Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Publisher: [S.l.] : Sage Publications, Inc, 2005Edition: 2nd edDescription: 288 p. ; 25 cmISBN: 1412914760; 9781412914765DDC classification: 658.802 Online resources: Amazon.com | Amazon customer reviews Summary: Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.802 MOO (Browse shelf) | Available | NBS6868 |
Paperback.
Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.
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