Global Marketing and Advertising Understanding Cultural Paradoxes

Global Marketing and Advertising Understanding Cultural Paradoxes

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.The author helps define c...

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Bibliographic Details
Main Author: Mooij, Marieke K. (Author)
Format: Book
Language:English
Published: London SAGE Publications 2018
Edition:5th Edition
Subjects:
Target marketing > Cross-cultural studies
Advertising > Cross-cultural studies
Consumer behavior > Cross-cultural studies
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