Global marketing and advertising
understanding cultural paradoxes
By Marieke K. de Mooij
"Global marketing and advertising" is published by Sage Publications in 1998 - Thousand Oaks, Calif, it has 316 pages and the language of the book is English.
“Global marketing and advertising” Metadata:
- Title: ➤ Global marketing and advertising
- Author: Marieke K. de Mooij
- Language: English
- Number of Pages: 316
- Publisher: Sage Publications
- Publish Date: 1998
- Publish Location: Thousand Oaks, Calif
“Global marketing and advertising” Subjects and Themes:
- Subjects: ➤ Cross-cultural studies - Target marketing - Consumer behavior - Advertising - Reclame - Exportwerbung - Publicite - Etudes transculturelles - Interkulturelles Verstehen - Internationales Marketing - Consommateurs - Comportement - Internationale marketing - Culturele verschillen - Verbraucherverhalten - Cibles (Marketing) - Consumentengedrag - Werbung - Marketing - Target marketing--cross-cultural studies - Advertising--cross-cultural studies - Consumer behavior--cross-cultural studies - Hf5415.127 .m66 1998 - 658.8/02
Edition Specifications:
- Pagination: xx, 316 p. :
Edition Identifiers:
- The Open Library ID: OL659485M - OL2631665W
- Online Computer Library Center (OCLC) ID: 36649396
- Library of Congress Control Number (LCCN): 97004800
- ISBN-10: 0803959699 - 0803959702
- All ISBNs: 0803959699 - 0803959702
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Snippets and Summary:
In a meeting between the Duke of Wellington and Napoleon after the battle of Waterloo, Wellington is said to have reproached Napoleon with the words, "You fight for power, we fight for honor," and Napoleon is said to have answered: "Yes, one always fights for what one does not have."
"Global marketing and advertising" Description:
The Open Library:
Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book.
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