Global marketing & advertising : understanding cultural paradoxes / Marieke de Mooij.
Material type:
TextPublisher: Los Angeles : SAGE, 2019Edition: 5th editionDescription: xx, 488 pages : illustrations (black and white) ; 23 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781544318141 (pbk.) :Subject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studies | Business and Management | Business and ManagementDDC classification: 658.8'02 Summary: 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.
| Item type | Current library | Home library | Shelving location | Class number | Status | Date due | Barcode | Item reservations | |
|---|---|---|---|---|---|---|---|---|---|
Book
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.802 MOO (Browse shelf(Opens below)) | Available | 06697143 |
Total reservations: 0
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.
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