The Resource Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij

Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij

Label
Global marketing and advertising : understanding cultural paradoxes
Title
Global marketing and advertising
Title remainder
understanding cultural paradoxes
Statement of responsibility
Marieke de Mooij
Creator
Subject
Genre
Language
eng
Summary
Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book
Cataloging source
DLC
http://library.link/vocab/creatorDate
1943-
http://library.link/vocab/creatorName
Mooij, Marieke K. de
Illustrations
illustrations
Index
index present
LC call number
HF5415.127
LC item number
.M66 1998
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Target marketing
  • Advertising
  • Consumer behavior
  • Consumentengedrag
  • Culturele verschillen
  • Internationale marketing
  • Reclame
  • Cibles (Marketing)
  • Publicité
  • Consommateurs
  • Advertising
  • Consumer behavior
  • Target marketing
  • Internationale marketing
  • Reclame
  • Consumentengedrag
  • Culturele verschillen
  • Marketing
  • Publicité
  • Consommateurs
  • Internationales Marketing
  • Werbung
Label
Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Foreword / Geert Hofstede -- 1. The Paradoxes in Global Marketing Communications -- 2. The Global-Local Paradox -- 3. Culture -- 4. Dimensions of Culture -- 5. Values and Marketing -- 6. Culture and Consumer Behavior -- 7. Culture and How Advertising Works -- 8. Value Paradoxes in Advertising Appeals -- 9. Cross-Cultural Advertising Research -- 10. Executional Style and Culture -- 11. Advertising Styles -- 12. From Value Paradox to Strategy
Dimensions
24 cm
Extent
xx, 316 pages
Isbn
9780803959705
Lccn
97004800
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)36649396
  • (OCoLC)ocm36649396
Label
Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Foreword / Geert Hofstede -- 1. The Paradoxes in Global Marketing Communications -- 2. The Global-Local Paradox -- 3. Culture -- 4. Dimensions of Culture -- 5. Values and Marketing -- 6. Culture and Consumer Behavior -- 7. Culture and How Advertising Works -- 8. Value Paradoxes in Advertising Appeals -- 9. Cross-Cultural Advertising Research -- 10. Executional Style and Culture -- 11. Advertising Styles -- 12. From Value Paradox to Strategy
Dimensions
24 cm
Extent
xx, 316 pages
Isbn
9780803959705
Lccn
97004800
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)36649396
  • (OCoLC)ocm36649396

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