Global marketing and advertising: understanding cultural paradoxes
Auteur :
de Mooij, Marieke
Éditeur :
SAGE Publications Ltd
ISBN :
9781529732504
Date de publication :
2 nov. 2021
Dimensions :
23,2 x 18,6 cm
Poids :
940 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.