Global Marketing and Advertising

Description:

Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book.

subjects: Cross-cultural studies,  Target marketing,  Consumer behavior,  Advertising,  Reclame,  Exportwerbung,  Publicite,  Etudes transculturelles,  Interkulturelles Verstehen,  Internationales Marketing,  Consommateurs,  Comportement,  Internationale marketing,  Culturele verschillen,  Verbraucherverhalten,  Cibles (Marketing),  Consumentengedrag,  Werbung,  Marketing,  Target marketing--cross-cultural studies,  Advertising--cross-cultural studies,  Consumer behavior--cross-cultural studies,  Hf5415.127 .m66 1998,  658.8/02