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001 ocm56921590
003 OCoLC
005 20200128234106.0
008 041102s2005 caua b 001 0 eng
010 $a 2004026086
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050 00 $aHF5415.127$b.M66 2005
082 00 $a658.8/02$222
084 $a85.40$2bcl
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100 1 $aMooij, Marieke K. de,$d1943-
245 10 $aGlobal marketing and advertising :$bunderstanding cultural paradoxes /$cMarieke de Mooij ; foreword by Geert Hofstede.
250 $a2nd ed.
260 $aThousand Oaks, Calif. :$bSage,$c℗♭2005.
300 $axvi, 269 pages :$billustrations ;$c27 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aThe paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.
520 1 $a"Global marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing communications." "Global Marketing and Advertising is ideally suited as a textbook for courses in international or global marketing and international or global advertising. This book will also be of great interest to practitioners in marketing departments of global companies and advertising agencies."--Jacket.
650 0 $aTarget marketing$vCross-cultural studies.
650 0 $aAdvertising$vCross-cultural studies.
650 0 $aConsumer behavior$vCross-cultural studies.
650 6 $aCibles (Marketing)$vE tudes transculturelles.
650 6 $aPublicite $vE tudes transculturelles.
650 6 $aConsommateurs$xComportement$vE tudes transculturelles.
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aTarget marketing.$2fast$0(OCoLC)fst01143138
650 17 $aInternationale marketing.$2gtt
650 17 $aReclame.$2gtt
650 17 $aConsumentengedrag.$2gtt
650 17 $aCulturele verschillen.$2gtt
650 7 $aExportwerbung$2gnd
650 7 $aInterkulturelles Verstehen$2gnd
650 7 $aInternationales Marketing$2gnd
650 7 $aVerbraucherverhalten$2gnd
650 7 $aWerbung$2gnd
650 04 $aConsumentengedrag.
650 04 $aCulturele verschillen.
650 04 $aInternationale marketing.
650 04 $aReclame.
650 07 $aInternationales Marketing.$2swd
650 07 $aWerbung.$2swd
655 7 $aCross-cultural studies.$2fast$0(OCoLC)fst01423769
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip053/2004026086.html
856 41 $3Table of contents$uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=013195022&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
856 41 $3Table of contents$uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy0734/2004026086-b.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy0658/2004026086-d.html
856 4 $uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=013195022&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA$zKlappentext
856 4 $uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA$zKlappentext
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