TY  - BOOK
AU  - Mooij,Marieke K.de
TI  - Global marketing and advertising: understanding cultural paradoxes 
SN  - 9781412970419 (pbk. : acidfree paper)
AV  - HF 5415.127 .M66 2010
PY  - 2010///
CY  - Los Angeles
PB  - SAGE
KW  - Target marketing
KW  - Cross-cultural studies
KW  - Advertising
KW  - Consumer behavior
N1  - 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
ER  -