Global Marketing and Advertising

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.

המשפט הראשון: In a meeting between the Duke of Wellington and Napoleon after the battle of Waterloo, Wellington is said to have reproached Napoleon with the words, "You fight for power, we fight for honor," and Napoleon is said to have answered: "Yes, one always fights for what one does not have."

שנה

1997

שפה

English

הוצאה

Sage Publications, Inc

מהדורות

5

עמודים

288

ISBN

9781412914758

מקור הנתונים: Wikidata