The Resource Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij
Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij
Resource Information
The item Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.
This item is available to borrow from 1 library branch.
- 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
- Language
- eng
- Extent
- xx, 316 p.
- 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
- Isbn
- 9780803959705
- Label
- Global marketing and advertising : understanding cultural paradoxes
- Title
- Global marketing and advertising
- Title remainder
- understanding cultural paradoxes
- Statement of responsibility
- Marieke de Mooij
- 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
- 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
- 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.
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Global-marketing-and-advertising--understanding/ewqjELWrrLw/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Global-marketing-and-advertising--understanding/ewqjELWrrLw/">Global marketing and advertising : understanding cultural paradoxes, Marieke de Mooij</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">Sydney Jones Library, University of Liverpool</a></span></span></span></span></div>
