Format:
XVI, 269 S. :
,
Ill., graph. Darst.
Edition:
2. ed.
ISBN:
1-4129-1475-2
,
1-4129-1476-0
Note:
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.
Language:
English
Subjects:
Economics
,
English Studies
Keywords:
Internationales Marketing
;
Werbung
;
Internationales Marketing
;
Exportwerbung
;
Verbraucherverhalten
;
Interkulturelle Kompetenz
URL:
http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000005&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
URL:
http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000006&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
URL:
http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000005&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
URL:
http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000006&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA