Global marketing & advertising understanding cultural paradoxes - Mooij, Marieke K. de 1943- (Los Angeles SAGE, 2019)
aForeword / Geert Hofstede -- Preface to the fourth edition -- Summary of the book -- 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 -- Appendix A: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author.
aPrevious edition: 2014.
aIncludes bibliographical references and index.
Keywords: aTarget marketing -- Cross-cultural studies; aAdvertising -- Cross-cultural studies; aConsumer behavior -- Cross-cultural studies