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Global Marketing and Advertising: Understanding Cultural Paradoxes

Marieke de Mooij

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Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.

Language: English

Pages: 288

Format: Paperback

Release: July 01, 1997

ISBN 13: 9781412914765

Global Marketing and Advertising: Understanding Cultural Paradoxes

Marieke de Mooij

0/5 ( ratings)

Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.

Language: English

Pages: 288

Format: Paperback

Release: July 01, 1997

ISBN 13: 9781412914765

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