South Eastern Kenya University

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Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.

By: Material type: TextTextPublication details: Thousand Oaks, Calif. : Sage, c2005.Edition: 2nd edDescription: xvi, 269 p. : ill. ; 27 cmISBN:
  • 1412914752 (cloth)
  • 1412914760 (pbk.)
Subject(s): LOC classification:
  • HF 5415.127 .M6 2005
Contents:
The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.
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Holdings
Item type Current library Call number Status Notes Date due Barcode
General circulation General circulation Main Campus Library General Stacks HF 5415.127 .M6 2005 (Browse shelf(Opens below)) Available JTH 2015/005295

Includes bibliographical references and index.

The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy.

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