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Global Marketing and Advertising: Understanding Cultural Paradoxes - Couverture souple

De Mooij, Marieke

 
9781452257174: Global Marketing and Advertising: Understanding Cultural Paradoxes
Couverture souple
ISBN 10 : 1452257175 ISBN 13 : 9781452257174
Editeur : SAGE Publications Inc, 2013

Synopsis

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
SAGE Publications Inc
Date d'édition
2013
Langue
anglais
ISBN 10 
1452257175
ISBN 13 
9781452257174
Reliure
Broché
Numéro d'édition
4
Nombre de pages
395
Coordonnées du fabricant
non disponible
Personne responsable
non disponible