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Global Marketing and Advertising

Understanding Cultural Paradoxes

Global Marketing and Advertising by Marieke de Mooij
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US$ 73.00
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Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
SAGE Publications; August 2013
416 pages; ISBN 9781483315454
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Title: Global Marketing and Advertising
Author: Marieke de Mooij
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