Global Marketing and Advertising: Understanding Cultural Paradoxes
ISBN-13:
9781412914765
ISBN-10:
1412914760
Edition:
2nd
Author:
Marieke de Mooij
Publication date:
2005
Publisher:
SAGE Publications, Inc
Format:
Paperback
288 pages
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Book details
ISBN-13:
9781412914765
ISBN-10:
1412914760
Edition:
2nd
Author:
Marieke de Mooij
Publication date:
2005
Publisher:
SAGE Publications, Inc
Format:
Paperback
288 pages
Summary
Global Marketing and Advertising: Understanding Cultural Paradoxes (ISBN-13: 9781412914765 and ISBN-10: 1412914760), written by authors
Marieke de Mooij, was published by SAGE Publications, Inc in 2005.
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Description
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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