000			01250cam a2200265 a 4500
001			a2212
003			SIRSI
008			090123s2010 caua b 001 0 eng
010			_a2009002539
020			_a9781412970419 (pbk. : acid-free paper)
020			_a1412970415 (pbk. : acid-free paper)
035			_a(Sirsi) i9781412970419
050	0	0	_aHF5415.127 _b.M66 2010
082	0	0	_a658.8/02 _222
100	1		_aMooij, Marieke K. de, _d1943-
245	1	0	_aGlobal marketing and advertising : _bunderstanding cultural paradoxes / _cMarieke de Mooij.
250			_a3rd ed.
260			_aLos Angeles : _bSAGE, _cc2010.
300			_axviii, 323 p. : _bill. ; _c26 cm.
504			_aIncludes bibliographical references and index.
505	0		_aThe 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.
650		0	_aTarget marketing _vCross-cultural studies.
650		0	_aAdvertising _vCross-cultural studies.
650		0	_aConsumer behavior _vCross-cultural studies.
999			_c15386 _d15386