Global Marketing and Advertising by Marieke De Mooij
Describing the characteristics of a global brand, this study looks at 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, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
| SKU | Unavailable |
| ISBN 13 | 9780803959705 |
| ISBN 10 | 0803959702 |
| Title | Global Marketing and Advertising |
| Author | Marieke De Mooij |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | SAGE Publications Inc |
| Year published | 1997-09-10 |
| Number of pages | 336 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |