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Global marketing & advertising: understanding cultural paradoxes

Global marketing & advertising: understanding cultural paradoxes

Mooij, Marieke K. de, 1943- author

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this work offers a mix of theory and practical applications. It covers globalisation, global branding strategies, classification models of culture, and much more

Paperback, Book. English.
5th edition.
Published Los Angeles: SAGE, 2019
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Available at University Library.

  • University Library – Two available in Main 658.802 MOO

    Barcode Shelfmark Loan type Status
    3522023026 Main 658.802 MOO One week Available
    3522023035 Main 658.802 MOO One week Available
    3522023044 Main 658.802 MOO One week Due back 10th March

Details

Statement of responsibility: Marieke de Mooij
ISBN: 1544318146, 9781544318141
Intended audience: Specialized.
Note: Includes Internet access.
Note: Previous edition: 2014.
Note: Includes bibliographical references and index.
Physical Description: xx, 488 pages : illustrations (black and white) ; 23 cm
Subject: Target marketing Cross-cultural studies.; Consumer behavior Cross-cultural studies.; Advertising Cross-cultural studies.; Business and Management.