Coverart for item
The Resource Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij

Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij

Label
Global marketing and advertising : understanding cultural paradoxes
Title
Global marketing and advertising
Title remainder
understanding cultural paradoxes
Statement of responsibility
Marieke de Mooij
Creator
Subject
Language
eng
Summary
"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."--BOOK JACKET
Cataloging source
DLC
http://library.link/vocab/creatorDate
1943-
http://library.link/vocab/creatorName
Mooij, Marieke K. de
Illustrations
illustrations
Index
index present
LC call number
HF5415.127
LC item number
.M66 1998
Literary form
non fiction
http://library.link/vocab/subjectName
  • Target marketing
  • Advertising
  • Consumer behavior
Label
Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Foreword/
  • Geert Hofstede
  • Preface
  • Acknowledgments
  • 1.
  • Paradoxes in Global Marketing Communications.
  • p. 1
  • 2.
  • Global-Local Paradox.
  • p. 15
  • 3.
  • Culture.
  • p. 42
  • 4.
  • Dimensions of Culture.
  • p. 64
  • 5.
  • Values and Marketing.
  • p. 95
  • 6.
  • Culture and Consumer Behavior.
  • p. 126
  • 7.
  • Culture and How Advertising Works.
  • p. 156
  • 8.
  • Value Paradoxes in Advertising Appeals.
  • p. 179
  • 9.
  • Cross-Cultural Advertising Research.
  • p. 211
  • 10.
  • Executional Style and Culture.
  • p. 238
  • 11.
  • Advertising Styles.
  • p. 271
  • 12.
  • From Value Paradox to Strategy.
  • p. 286
  • Index.
  • p. 303
  • About the Author.
  • p. 316
Control code
11032483
Dimensions
24 cm.
Extent
xx, 316 p.
Isbn
9780803959705
Lccn
97004800
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
ill.
Label
Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Foreword/
  • Geert Hofstede
  • Preface
  • Acknowledgments
  • 1.
  • Paradoxes in Global Marketing Communications.
  • p. 1
  • 2.
  • Global-Local Paradox.
  • p. 15
  • 3.
  • Culture.
  • p. 42
  • 4.
  • Dimensions of Culture.
  • p. 64
  • 5.
  • Values and Marketing.
  • p. 95
  • 6.
  • Culture and Consumer Behavior.
  • p. 126
  • 7.
  • Culture and How Advertising Works.
  • p. 156
  • 8.
  • Value Paradoxes in Advertising Appeals.
  • p. 179
  • 9.
  • Cross-Cultural Advertising Research.
  • p. 211
  • 10.
  • Executional Style and Culture.
  • p. 238
  • 11.
  • Advertising Styles.
  • p. 271
  • 12.
  • From Value Paradox to Strategy.
  • p. 286
  • Index.
  • p. 303
  • About the Author.
  • p. 316
Control code
11032483
Dimensions
24 cm.
Extent
xx, 316 p.
Isbn
9780803959705
Lccn
97004800
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
ill.

Library Locations

    • Sydney Jones LibraryBorrow it
      Chatham Street, Liverpool, L7 7BD, GB
      53.403069 -2.963723
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