Global marketing and advertising: understanding cultural paradoxes
The paradoxes in global marketing communications; the global local paradox; culture; dimensions of culture; values and marketing; culture and consumer behavior; culture and how advertising works; value paradoxes in advertising appeals; cross - cultural advertising resarch; executional style and cult...
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| Institution: | Universidad Interamericana Panamá |
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| Main Author: | |
| Format: | Book |
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Sage Publications International Educational and Profesional Publisher,
1998
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