| Edition |
3rd ed. |
| Description |
xviii, 323 p. : ill. ; 26 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy. |
| Summary |
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this work offers a mix of theory and practical applications. It covers globalization, global branding strategies, classification models of culture, & much more. |
| Subject |
Target marketing -- Cross-cultural studies.
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Advertising -- Cross-cultural studies.
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Consumer behavior -- Cross-cultural studies.
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| ISBN |
9781412970419 (pbk. : acid-free paper) |
|
1412970415 (pbk. : acid-free paper) |
|
