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Global Marketing and Advertising - a book by de Mooij, Marieke

Global Marketing and Advertising

Understanding Cultural Paradoxes

Global Marketing and Advertising( )
Author: de Mooij, Marieke
Publication Date:Sep 2013
Publisher:SAGE Publications, Incorporated
Book Format:Paperback
List Price:USD $86.00
Book Description:

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.

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