Global Marketing and Advertising Understanding Cultural Paradoxes |
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Author:
| de Mooij, Marieke |
ISBN: | 978-1-4522-5717-4 |
Publication Date: | Sep 2013 |
Publisher: | SAGE Publications, Incorporated
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Book Format: | Paperback |
List Price: | USD $91.00 |
Book Description:
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Packed with examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth Edition, 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.
Packed with examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth Edition, 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.