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."
An edition of Global Marketing and Advertising
(1997)
Global marketing and advertising
understanding cultural paradoxes
3rd ed.
by Marieke K. de Mooij
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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.
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Previews available in: English
Subjects
Cross-cultural studies, Target marketing, Consumer behavior, Advertising, Reclame, Exportwerbung, Publicite, Etudes transculturelles, Interkulturelles Verstehen, Internationales Marketing, Consommateurs, Comportement, Internationale marketing, Culturele verschillen, Verbraucherverhalten, Cibles (Marketing), Consumentengedrag, Werbung, Marketing, Target marketing--cross-cultural studies, Advertising--cross-cultural studies, Consumer behavior--cross-cultural studies, Hf5415.127 .m66 1998, 658.8/02Showing 6 featured editions. View all 6 editions?
| Edition | Availability |
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1
Global marketing and advertising: understanding cultural paradoxes
2009, Sage Publications, Sage Publications, Inc
in English
- 3rd ed.
1412970415 9781412970419
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2
Global Marketing and Advertising: Understanding Cultural Paradoxes
March 17, 2005, Sage Publications, Inc
Hardcover
in English
- Second Edition edition
1412914752 9781412914758
|
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WorldCat
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3
Global Marketing and Advertising: Understanding Cultural Paradoxes
March 8, 2005, Sage Publications, Inc
Paperback
in English
- Second Edition edition
1412914760 9781412914765
|
zzzz
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WorldCat
|
4
Global marketing and advertising: understanding cultural paradoxes
1998, Sage Publications
in English
0803959699 9780803959699
|
eeee
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WorldCat
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5
Global Marketing and Advertising: Understanding Cultural Paradoxes
July 15, 1997, Sage Publications, Inc
Hardcover
in English
0803959699 9780803959699
|
zzzz
Libraries near you:
WorldCat
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6
Global Marketing and Advertising: Understanding Cultural Paradoxes
July 1, 1997, Sage Publications, Inc
Paperback
in English
0803959702 9780803959705
|
zzzz
Libraries near you:
WorldCat
|
Book Details
Table of Contents
The paradoxes in global marketing communications
Global branding
Values and culture
Dimensions of culture
Culture and consumer behavior
Researching and applying cultural values
Culture and communication
Culture and the media
Culture and advertising appeals
Executional style and culture
From value paradox to strategy.
Edition Notes
Includes bibliographical references and index.
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| July 11, 2024 | Edited by MARC Bot | import existing book |
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