Global marketing and advertising: understanding cultural paradoxes
Auteur :
De Mooij, Marieke
Éditeur :
SAGE Publications Inc
ISBN :
9781452257174
Date de publication :
24 oct. 2013
Dimensions :
25,4 x 17,7 cm
Poids :
630 g
Langue :
Anglais
Pays d'origine :
USA
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.