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Global Marketing & Advertising- Understanding Cultural Paradoxes (3rd, 09) by [Paperback (2009)]
by N A
Global Marketing & Advertising: Understanding Cultural Paradoxes explores the connection between culture and international marketing communication. By focusing on cultural paradoxes, this third edition provides a broad foundation for readers interested in how cultural differences influence advertising and marketing across global contexts.
About This Book
Global Marketing & Advertising: Understanding Cultural Paradoxes examines the relationship between culture, marketing, and advertising in an international context.
The book focuses on cultural paradoxes as a way to consider differences and tensions that arise when commercial communication crosses national and cultural boundaries.
This third edition, published in 2009, is intended for readers seeking a broad perspective on global marketing and advertising.
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