Global marketing and advertising : understanding cultural paradoxes (Fourth edition) - Mooij, Marieke de (Los Angeles SAGE Publications, 2014)
Keywords: CULTURE AND VALUES; CULTURE AND ADVERSITING APPEALS; GLOBAL MARKETING; DIMENSIONS OF CULTURE; TARGET MARKETING--CROSS-CULTURAL STUDIES; ADVERTISING--CROSS-CULTURAL STUDIES; CULTURE AND CONSUMER BEHAVIOUR; THE PARADOXES IN GLOBAL MARKETING AND COMMUNICTAIONS; CONSUMER BEHAVIOR--CROSS CULTURAL STUDIES