Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
Material type: TextPublication details: Los Angeles : SAGE, c2010.Edition: 3rd edDescription: xviii, 323 p. : ill. ; 26 cmISBN:- 9781412970419 (pbk. : acidfree paper)
- 1412970415 (pbk. : acidfree paper)
- HF 5415.127 .M66 2010
Item type | Current library | Call number | Status | Notes | Date due | Barcode | |
---|---|---|---|---|---|---|---|
General circulation | Kitui Town Campus Library General Stacks | [KTI] HF 5415.127 .M66 2010 (Browse shelf(Opens below)) | Available | A.K. | 2018/020457 |
Includes bibliographical references and index.
The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy.
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