Global Marketing and Advertising
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Foreword by Geert Hofstede§Preface to the Fourth Edition§Summary of the Book§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 the Media§9. Culture and Advertising Appeals§10. Culture and Executional Style§11. 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§
| Autor: | Mooij, Marieke de |
| Nakladatel: | Sage Publications |
| Rok vydání: | 2013 |
| Jazyk : | Angličtina |
| Vazba: | Paperback / softback |
| Počet stran: | 416 |
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