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Global Marketing and Advertising

Understanding Cultural Paradoxes

Global Marketing and Advertising( 1 customer ratings | )
Author: de Mooij, Marieke
ISBN:978-1-4522-5717-4
Publication Date:Sep 2013
Publisher:SAGE Publications, Incorporated
Book Format:Paperback
List Price:USD $91.00
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.

Book Details
Pages:416
Detailed Subjects: Business & Economics / Marketing / General
Business & Economics / Advertising & Promotion
Business & Economics / Consumer Behavior
Physical Dimensions (W X L X H):7 x 10 x 0.6 Inches
Book Weight:1.375 Pounds



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