Global marketing & advertising : understanding cultural paradoxes /
Mooij, Marieke K. de, 1943-
Global marketing & advertising : understanding cultural paradoxes / Marieke de Mooij. - 5th edition. - xx, 488 pages : illustrations (black and white) ; 23 cm
Includes Internet access. Previous edition: 2014.
Includes bibliographical references and index.
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this work offers a mix of theory and practical applications. It covers globalisation, global branding strategies, classification models of culture, and much more.
Specialized.
9781544318141 (pbk.) : £49.99
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
Business and Management.
Business and Management.
658.8'02
Global marketing & advertising : understanding cultural paradoxes / Marieke de Mooij. - 5th edition. - xx, 488 pages : illustrations (black and white) ; 23 cm
Includes Internet access. Previous edition: 2014.
Includes bibliographical references and index.
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this work offers a mix of theory and practical applications. It covers globalisation, global branding strategies, classification models of culture, and much more.
Specialized.
9781544318141 (pbk.) : £49.99
Target marketing--Cross-cultural studies.
Advertising--Cross-cultural studies.
Consumer behavior--Cross-cultural studies.
Business and Management.
Business and Management.
658.8'02