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Global Marketing and Advertising : Understanding Cultural Paradoxes.
Appartenance & droits
2014
394
125.55-MOOIJ
ADVERTISING ; INTERNATIONAL TRADE ; COMMUNICATION ; MARKETING MANAGEMENT ; INTERNATIONAL MARKETING ; CULTURE ; CULTURAL AND ARTISTIC ENVIRONMENT ; CONSUMER BEHAVIOR ; INTERCULTURAL MANAGEMENT ; BRAND
| No. | Call n° | Bar code | Commentary | |
|---|---|---|---|---|
| 1 | [available] |
ISBN 13 : 978-1-4522-5717-4
Contents :
Foreword
Geert Hofstede
1. The paradoxes in global marketing communications
2. Global branding
3. Values and culture
4. Dimensions of culture
5. Culture and consumer behavior
6. Researching and applying cultural values
7. Culture and communication
8. Culture and media
9. Culture and advertising appeals
10. Culture and executional style
11. from value paradox to strategy
Appendix
Nbre volumes : 0
Language : English
Print : 4ème
Place of publishing : LONDON
Figure(s) : Graphique(s) ; Photographie(s)
Location : Nice Library
Material : Paper
Statement : Présent
Owner : Bibliothèque