Global Marketing and Advertising
Understanding Cultural Paradoxes
De Mooij, Marieke
ISBN: | 9781412914765 |
Publisher: | SAGE Publications, Inc |
Published: | 26 May, 2005 |
Format: | Paperback |
Language: | English |
Links | Australian Libraries (Trove) |
Editions: |
16 other editions
of this product
|
Global Marketing and Advertising
Understanding Cultural Paradoxes
De Mooij, Marieke
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 and advertising communications.
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