| 000 -LEADER |
|---|
| fixed length control field |
03261cam a2200373 i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
20456227 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
APU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20200216035300.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
191111t20192019caua b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2018941563 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781544318141 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1544318146 (pbk,) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)on1079419973 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
FQG |
| Language of cataloging |
eng |
| Transcribing agency |
FQG |
| Modifying agency |
WAN |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
lccopycat |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.127 |
| Item number |
.M66 2019 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mooij, Marieke K. de, |
| Dates associated with a name |
1943- |
| 9 (RLIN) |
45058 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Global marketing & advertising : |
| Remainder of title |
understanding cultural paradoxes / |
| Statement of responsibility, etc |
Marieke de Mooij. |
| 246 3# - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Global marketing and advertising |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
5th edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Los Angeles : |
| Name of publisher, distributor, etc |
SAGE, |
| Date of publication, distribution, etc |
2019. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Date of publication, distribution, etc |
©2019 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xx, 488 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previous edition: 2014. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Foreword / Geert Hofstede -- Preface to the fourth edition -- Summary of the book -- The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy -- Appendix A: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the companys mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models, more examples from major regions and countries from around the world, Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour. A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world." -- Amazon |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Target marketing |
| Form subdivision |
Cross-cultural studies. |
| 9 (RLIN) |
45059 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| Form subdivision |
Cross-cultural studies. |
| 9 (RLIN) |
45060 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Consumer behavior |
| Form subdivision |
Cross-cultural studies. |
| 9 (RLIN) |
45061 |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| Source of heading or term |
fast |
| 9 (RLIN) |
45062 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Book |
