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Global Marketing and Advertising: Understanding Cultural Paradoxes
de Mooij, Marieke
Call Number: CHI HF5415.127 .M66 2014
Summary: "Packed with cultural, company, and country examples that help to explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising 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."