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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( 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 $86.00
Book Description:

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.

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