Global Marketing and Advertising : Understanding Cultural Paradoxes / Marieke de Mooij.
Material type: TextPublication details: Thousand Oaks, Calif. : Sage, c2005.Edition: 2nd edDescription: xvi, 269 p. : ill. ; 27 cmISBN:- 1412914752 (cloth)
- 1412914760 (pbk.)
- 658.802 22 MOO-G 2005 804135
Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|
Books | Lahore Business School Library Shelf No. 81, LBS | Book | 658.802 MOO-G 2005 804135 (Browse shelf(Opens below)) | Available | 804135 |
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.