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Global marketing and advertising : understanding cultural paradoxes için kapak resmi
Başlık:
Global marketing and advertising : understanding cultural paradoxes
Yazar:
Mooij, Marieke K. de, 1943- author
ISBN:
9780803959699

9780803959705
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.
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Library
Materyal Türü
Demirbaş
Yer Numarası
Durumu / Lokasyon / İade Tarihi
Arıyor...
Kitap EKOBKN0006320 658.802 MOO 1998
Arıyor...

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