Matches in Harvard for { <http://id.lib.harvard.edu/aleph/007633063/catalog> ?p ?o. }
Showing items 1 to 28 of
28
with 100 items per page.
- catalog abstract "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.".
- catalog contributor b10550512.
- catalog created "c1998.".
- catalog date "1998".
- catalog date "c1998.".
- catalog dateCopyrighted "c1998.".
- catalog description "Foreword / Geert Hofstede -- 1. The Paradoxes in Global Marketing Communications -- 2. The Global-Local Paradox -- 3. Culture -- 4. Dimensions of Culture -- 5. Values and Marketing -- 6. Culture and Consumer Behavior -- 7. Culture and How Advertising Works -- 8. Value Paradoxes in Advertising Appeals -- 9. Cross-Cultural Advertising Research -- 10. Executional Style and Culture -- 11. Advertising Styles -- 12. From Value Paradox to Strategy.".
- catalog description "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.".
- catalog description "Includes bibliographical references and index.".
- catalog extent "xx, 316 p. :".
- catalog hasFormat "Global marketing and advertising.".
- catalog identifier "0803959699 (acid-free paper)".
- catalog identifier "0803959702 (pbk. : acid-free paper)".
- catalog isFormatOf "Global marketing and advertising.".
- catalog issued "1998".
- catalog issued "c1998.".
- catalog language "eng".
- catalog publisher "Thousand Oaks, Calif. : Sage Publications,".
- catalog relation "Global marketing and advertising.".
- catalog subject "658.8/02 21".
- catalog subject "Advertising Cross-cultural studies.".
- catalog subject "Consumer behavior Cross-cultural studies.".
- catalog subject "HF5415.127 .M66 1998".
- catalog subject "Target marketing Cross-cultural studies.".
- catalog tableOfContents "Foreword / Geert Hofstede -- 1. The Paradoxes in Global Marketing Communications -- 2. The Global-Local Paradox -- 3. Culture -- 4. Dimensions of Culture -- 5. Values and Marketing -- 6. Culture and Consumer Behavior -- 7. Culture and How Advertising Works -- 8. Value Paradoxes in Advertising Appeals -- 9. Cross-Cultural Advertising Research -- 10. Executional Style and Culture -- 11. Advertising Styles -- 12. From Value Paradox to Strategy.".
- catalog title "Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.".
- catalog type "Cross-cultural studies. fast".
- catalog type "text".