Global marketing and advertising: understanding cultural paradoxes
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 appli...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks u.a.
Sage
1998
|
| Schlagworte: | |
| Zusammenfassung: | 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. |
| Beschreibung: | XX, 316 S. Ill., graph. Darst. |
| ISBN: | 0803959699 0803959702 |
Internformat
MARC
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| 100 | 1 | |a Mooij, Marieke K. de |d 1943- |e Verfasser |0 (DE-588)129249017 |4 aut | |
| 245 | 1 | 0 | |a Global marketing and advertising |b understanding cultural paradoxes |c Marieke de Mooij |
| 264 | 1 | |a Thousand Oaks u.a. |b Sage |c 1998 | |
| 300 | |a XX, 316 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | 3 | |a 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. | |
| 650 | 4 | |a Cibles (Marketing) - Études transculturelles | |
| 650 | 4 | |a Consommateurs - Comportement - Études transculturelles | |
| 650 | 7 | |a Consumentengedrag |2 gtt | |
| 650 | 7 | |a Culturele verschillen |2 gtt | |
| 650 | 7 | |a Internationale marketing |2 gtt | |
| 650 | 4 | |a Publicité - Études transculturelles | |
| 650 | 7 | |a Reclame |2 gtt | |
| 650 | 4 | |a Target marketing -- Cross-cultural studies | |
| 650 | 4 | |a Advertising -- Cross-cultural studies | |
| 650 | 4 | |a Consumer behavior -- Cross-cultural studies | |
| 650 | 0 | 7 | |a Interkulturelle Kompetenz |0 (DE-588)4200053-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Verbraucherverhalten |0 (DE-588)4062644-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Exportwerbung |0 (DE-588)4153401-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
| _version_ | 1804126248918581248 |
|---|---|
| any_adam_object | |
| author | Mooij, Marieke K. de 1943- |
| author_GND | (DE-588)129249017 |
| author_facet | Mooij, Marieke K. de 1943- |
| author_role | aut |
| author_sort | Mooij, Marieke K. de 1943- |
| author_variant | m k d m mkd mkdm |
| building | Verbundindex |
| bvnumber | BV011711192 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.127.M66 1998 |
| callnumber-search | HF5415.127.M66 1998 |
| callnumber-sort | HF 45415.127 M66 41998 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 QP 680 |
| ctrlnum | (OCoLC)36649396 (DE-599)BVBBV011711192 |
| dewey-full | 658.8/02 658.8/0221 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 658.8/02 21 |
| dewey-search | 658.8/02 658.8/02 21 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV011711192 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:14:27Z |
| institution | BVB |
| isbn | 0803959699 0803959702 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007897639 |
| oclc_num | 36649396 |
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| owner_facet | DE-19 DE-BY-UBM DE-12 DE-384 DE-N2 DE-521 DE-11 DE-188 |
| physical | XX, 316 S. Ill., graph. Darst. |
| publishDate | 1998 |
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| publisher | Sage |
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| spelling | Mooij, Marieke K. de 1943- Verfasser (DE-588)129249017 aut Global marketing and advertising understanding cultural paradoxes Marieke de Mooij Thousand Oaks u.a. Sage 1998 XX, 316 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier 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. Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag gtt Culturele verschillen gtt Internationale marketing gtt Publicité - Études transculturelles Reclame gtt Target marketing -- Cross-cultural studies Advertising -- Cross-cultural studies Consumer behavior -- Cross-cultural studies Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Exportwerbung (DE-588)4153401-3 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Werbung (DE-588)4065541-6 s DE-604 Exportwerbung (DE-588)4153401-3 s Verbraucherverhalten (DE-588)4062644-1 s Interkulturelle Kompetenz (DE-588)4200053-1 s DE-188 |
| spellingShingle | Mooij, Marieke K. de 1943- Global marketing and advertising understanding cultural paradoxes Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag gtt Culturele verschillen gtt Internationale marketing gtt Publicité - Études transculturelles Reclame gtt Target marketing -- Cross-cultural studies Advertising -- Cross-cultural studies Consumer behavior -- Cross-cultural studies Interkulturelle Kompetenz (DE-588)4200053-1 gnd Werbung (DE-588)4065541-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Exportwerbung (DE-588)4153401-3 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4200053-1 (DE-588)4065541-6 (DE-588)4062644-1 (DE-588)4153401-3 (DE-588)4125431-4 |
| title | Global marketing and advertising understanding cultural paradoxes |
| title_auth | Global marketing and advertising understanding cultural paradoxes |
| title_exact_search | Global marketing and advertising understanding cultural paradoxes |
| title_full | Global marketing and advertising understanding cultural paradoxes Marieke de Mooij |
| title_fullStr | Global marketing and advertising understanding cultural paradoxes Marieke de Mooij |
| title_full_unstemmed | Global marketing and advertising understanding cultural paradoxes Marieke de Mooij |
| title_short | Global marketing and advertising |
| title_sort | global marketing and advertising understanding cultural paradoxes |
| title_sub | understanding cultural paradoxes |
| topic | Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag gtt Culturele verschillen gtt Internationale marketing gtt Publicité - Études transculturelles Reclame gtt Target marketing -- Cross-cultural studies Advertising -- Cross-cultural studies Consumer behavior -- Cross-cultural studies Interkulturelle Kompetenz (DE-588)4200053-1 gnd Werbung (DE-588)4065541-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Exportwerbung (DE-588)4153401-3 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag Culturele verschillen Internationale marketing Publicité - Études transculturelles Reclame Target marketing -- Cross-cultural studies Advertising -- Cross-cultural studies Consumer behavior -- Cross-cultural studies Interkulturelle Kompetenz Werbung Verbraucherverhalten Exportwerbung Internationales Marketing |
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