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Global Marketing and Advertising: Understanding Cultural Paradoxes - Softcover

De Mooij, Marieke

 
9781452257174: Global Marketing and Advertising: Understanding Cultural Paradoxes
Softcover
ISBN 10: 1452257175 ISBN 13: 9781452257174
Verlag: Sage Publications Ltd., 2013

Inhaltsangabe

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

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Über die Autorin bzw. den Autor

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

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Verlag
Sage Publications Ltd.
Erscheinungsdatum
2013
Sprache
Englisch
ISBN 10 
1452257175
ISBN 13 
9781452257174
Einband
Taschenbuch
Auflage
4
Anzahl der Seiten
395
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar