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Global Marketing and Advertising : Understanding Cultural Paradoxes / Marieke de Mooij.

By: Material type: TextTextPublication details: Thousand Oaks, Calif. : Sage, c2005.Edition: 2nd edDescription: xvi, 269 p. : ill. ; 27 cmISBN:
  • 1412914752 (cloth)
  • 1412914760 (pbk.)
Subject(s): DDC classification:
  • 658.802 22 MOO-G 2005 804135
Online resources:
Contents:
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Books Books Lahore Business School Library Shelf No. 81, LBS Book 658.802 MOO-G 2005 804135 (Browse shelf(Opens below)) Available 804135
Total holds: 0

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.

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