TY  - BOOK
AU  - Mooij,Marieke K.de
TI  - Global marketing & advertising: understanding cultural paradoxes 
SN  - 9781544318141 (pbk.) :
U1  - 658.8'02 23
PY  - 2019///
CY  - Los Angeles
PB  - SAGE
KW  - Target marketing
KW  - Cross-cultural studies
KW  - Advertising
KW  - Consumer behavior
KW  - Business and Management
KW  - eflch
KW  - ukslc
N1  - Includes Internet access; Previous edition: 2014; Includes bibliographical references and index; Specialized
N2  - 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
ER  -