Global Marketing and Advertising: Understanding Cultural Paradoxes

Global Marketing and Advertising: Understanding Cultural Paradoxes
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Global Marketing and Advertising: Understanding Cultural Paradoxes Description

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Packed with culture, business and examples of countries that help explain the paradoxes of international marketing will face offers global marketing and advertising, third edition, a mixture of theory and practical applications covering globalization strategies global brand, models, classification of culture and the impact of culture on all aspects of marketing communications.

In this third edition includes sections author Marieke Mooij new and updated information and results of recent studies and helps readers apply the concepts of global marketing for the management of image global brand and marketing communications.

new features and continues

Includes new topics, including global public relations, culture and media, and culture and the Internet, with more coverage of consumer behavior helps companies define segments of cross-cultural consumers to better target different cultures explains how culture affects strategic issue Global Marketing and Advertising: Understanding Cultural Paradoxes

\r\n\r\nGlobal Marketing and Advertising: Understanding Cultural Paradoxes Ebook

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