Global Marketing and Advertising

Understanding Cultural Paradoxes

Marieke de Mooij

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Global Marketing and Advertising

paperback/ gebrocheerd: € 70.73: GRATIS verzending! (NL)

ISBN: 9781544318141, 512 blz., January 2018, Engels
Formaat: 23.2 (h) x 18.6 (b) x 2.8 (d) cm. Gewicht: 908 gram.

Uitgever: SAGE Publishing Ltd


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.

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