Global Marketing and Advertising
-15%
portes grátis
Global Marketing and Advertising
Understanding Cultural Paradoxes
De Mooij, Marieke
SAGE Publications Inc
10/2013
416
Mole
Inglês
9781452257174
1452257175
15 a 20 dias
630
Packed with examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth 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.
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Packed with examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth 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.
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
