In a meeting between the Duke of Wellington and Napoleon after the battle of Waterloo, Wellington is said to have reproached Napoleon with the words, "You fight for power, we fight for honor," and Napoleon is said to have answered: "Yes, one always fights for what one does not have."
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.
Previews available in: English
Subjects
| Edition | Availability |
|---|---|
1
Global marketing and advertising: understanding cultural paradoxes
2009, Sage Publications, Sage Publications, Inc
in English
- 3rd ed.
1412970415 9781412970419
|
eeee
|
2
Global Marketing and Advertising: Understanding Cultural Paradoxes
March 8, 2005, Sage Publications, Inc
Paperback
in English
- Second Edition edition
1412914760 9781412914765
|
zzzz
|
3
Global Marketing and Advertising: Understanding Cultural Paradoxes
March 17, 2005, Sage Publications, Inc
Hardcover
in English
- Second Edition edition
1412914752 9781412914758
|
eeee
|
4
Global marketing and advertising: understanding cultural paradoxes
1998, Sage Publications
in English
0803959699 9780803959699
|
aaaa
|
5
Global Marketing and Advertising: Understanding Cultural Paradoxes
July 15, 1997, Sage Publications, Inc
Hardcover
in English
0803959699 9780803959699
|
zzzz
|
6
Global Marketing and Advertising: Understanding Cultural Paradoxes
July 1, 1997, Sage Publications, Inc
Paperback
in English
0803959702 9780803959705
|
zzzz
|
Book Details
Edition Notes
Includes bibliographical references and index.
Classifications
The Physical Object
Edition Identifiers
Work Identifiers
Source records
Excerpts
added anonymously.
Community Reviews (0)
Lists
Wikipedia citation
Copy and paste this code into your Wikipedia page.
{{cite book|author=Marieke K. de Mooij |date=1998 |orig-date=July 1, 1997 |title=Global marketing and advertising |url=https://archive.org/details/globalmarketinga0000mooi |publication-place=Thousand Oaks, Calif |publisher=Sage Publications |isbn=0-8039-5969-9 |lccn=97004800 |oclc=36649396 |ol=659485M}}