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Global Marketing and Advertising: Understanding Cultural Paradoxes
Sixth Edition
by
Marieke de Mooij
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Student Resources
Illustrations from the book
Chapter 2 – Global Branding
Chapter 3 – Values and Culture
Chapter 4 – Dimensions of Culture
Chapter 5 – Culture and Consumer Behavior
Chapter 6 – Researching and Applying Cultural Values
Chapter 7 – Culture and Communication
Chapter 8 – Culture and the Media
Chapter 9 – Culture and Advertising Appeals
Chapter 10 – Culture and Executional Style
Chapter 11 – From Value Paradox to Strategy
Chapter 11 – From Value Paradox to Strategy
Print ads, films and photographs
are provided in color for you to access examples in the book.
