Can I read Global Marketing and Advertising : Understanding Cultural Paradoxes on EtoBox?

Global Marketing and Advertising : Understanding Cultural Paradoxes by Marieke K. de Mooij is a book available to read on EtoBox.

What is Global Marketing and Advertising : Understanding Cultural Paradoxes about?

Resource Added For The Marketing Program 101043, Digital Marketing 311045, And Design And Graphic Technology Program 101117. 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: Gnp/capita 2011 (us$) And Hofstede Country Scores For 66 Countries -- Appendix B: Data Sources -- Index -- About The Author. Marieke De Mooij. Includes Bibliographical References And Index.

Author

Marieke K. de Mooij

Publisher

Los Angeles: SAGE Publications, Inc.

Published

2014

Language

EN

ISBN

9781483315454

Subjects

Management, Business, Marketing