Extent: | XVI, 269 S Ill., graph. Darst 27 cm |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Lehrbuch ; Textbook |
Language: | English |
Notes: | Includes bibliographical references and index The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy |
ISBN: | 1-4129-1475-2 ; 1-4129-1476-0 |
Classification: | Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10002392602