Global marketing and advertising : understanding cultural paradoxes /
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| Author / Creator: | Mooij, Marieke K. de, 1943- |
|---|---|
| Imprint: | Thousand Oaks, Calif. : Sage Publications, c1998. |
| Description: | xx, 316 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/2762110 |
Table of Contents:
- The Paradoxes in Global Marketing Communications
- The Global-Local Paradox
- Culture
- Dimensions of Culture
- Values and Marketing
- Culture and Consumer Behaviour
- Culture and How Advertising Works
- Value Paradoxes in Advertising Appeals
- Cross-Cultural Advertising Research
- Executional Style and Culture
- Advertising Styles
- From Value Paradox to Strategy