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Global marketing and advertising : =...

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Mooij, Marieke K. de, (1943-)

Global marketing and advertising : = understanding cultural paradoxes /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Global marketing and advertising :/ Marieke de Mooij.
其他題名:	understanding cultural paradoxes /
作者:	Mooij, Marieke K. de,
出版者:	Thousand Oaks, Calif. :Sage, : c2005.,
面頁冊數:	xvi, 269 p. :ill. ; : 27 cm.;
標題:	Target marketing - Cross-cultural studies. -
電子資源:	http://www.loc.gov/catdir/toc/ecip053/2004026086.html
ISBN:	1412914760 (pbk.) :

Global marketing and advertising : = understanding cultural paradoxes /
Mooij, Marieke K. de,1943-

Global marketing and advertising :understanding cultural paradoxes /Marieke de Mooij. - 2nd ed. - Thousand Oaks, Calif. :Sage,c2005. - xvi, 269 p. :ill. ;27 cm.

Includes bibliographical references and index.

The 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.

ISBN: 1412914760 (pbk.) :NT$1799

LCCN: 2004026086Subjects--Topical Terms:

503053
Target marketing
--Cross-cultural studies.

LC Class. No.: HF5415.127 / .M66 2005

Dewey Class. No.: 658.8/02

Global marketing and advertising : = understanding cultural paradoxes /
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100 1 $a Mooij, Marieke K. de, $d 1943- $3 503052
245 1 0 $a Global marketing and advertising : $b understanding cultural paradoxes / $c Marieke de Mooij.
250 $a 2nd ed.
260 $a Thousand Oaks, Calif. : $b Sage, $c c2005.
300 $a xvi, 269 p. : $b ill. ; $c 27 cm.
504 $a Includes bibliographical references and index.
505 0 $a The 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.
650 0 $a Target marketing $v Cross-cultural studies. $3 503053
650 0 $a Advertising $v Cross-cultural studies. $3 503054
650 0 $a Consumer behavior $v Cross-cultural studies. $3 503055
856 4 1 $u http://www.loc.gov/catdir/toc/ecip053/2004026086.html

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