Global marketing and advertising : understanding cultural paradoxes
tarafından
 
Mooij, Marieke K. de, 1943- author

Başlık
: 
Global marketing and advertising : understanding cultural paradoxes

Yazar
: 
Mooij, Marieke K. de, 1943- author

ISBN
: 
9780803959699
 
9780803959705

Yazar Ek Girişi
: 
Mooij, Marieke K. de, 1943- author

Fiziksel Tanımlama
: 
xx, 316 pages. : illustration. ; 24 cm.

İçerik
: 
Foreword by Geert Hofstede Preface to the Fourth Edition Summary of the Book 1. The Paradoxes in Global Marketing Communications 2. Global Branding 3. Values and Culture 4. Dimensions of Culture 5. Culture and Consumer Behavior 6. Researching and Applying Cultural Values 7. Culture and Communication 8. Culture and the Media 9. Culture and Advertising Appeals 10. Culture and Executional Style 11. From Value Paradox to Strategy Appendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2011, for 66 Countries Appendix B: Data Sources Index About the Author

Özet
: 
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third 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.

Konu Başlığı
: 
Target marketing -- Cross-cultural studies.
 
Hedef pazarlama -- Kültürler arası çalışmalar.
 
Advertising -- Cross-cultural studies.
 
Reklamcılık -- Kültürler arası çalışmalar.
 
Consumer behavior -- Cross-cultural studies.
 
Tüketici davranışı -- Kültürler arası çalışmalar.


LibraryMateryal TürüDemirbaşYer NumarasıDurumu / Lokasyon / İade Tarihi
Ekonomi KütüphanesiKitapEKOBKN0006320658.802 MOO 1998Merkez Kütüphane Genel Koleksiyon