MARC details
| 000 -LEADER |
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| fixed length control field |
03887cam a2200505 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
132213 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
0000000000 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250408094525.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
180417t20192019caua b 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2018941563 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
1544318138 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
1544318146 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781544318134 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781544318141 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)on1079419973 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
20456227 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
FQG |
| Language of cataloging |
eng |
| Transcribing agency |
FQG |
| Description conventions |
rda |
| Modifying agency |
YDXIT |
| -- |
U3W |
| -- |
ZBM |
| -- |
EAU |
| -- |
DLC |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
lccopycat |
| 050 #0 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.127 |
| Item number |
.M66 2019 |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Edition information |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mooij, Marieke K. de, |
| Dates associated with a name |
1943- |
| Relator term |
author. |
| 245 00 - TITLE STATEMENT |
|---|
| Title |
Global marketing & advertising : |
| Remainder of title |
understanding cultural paradoxes / |
| Statement of responsibility, etc. |
Marieke de Mooij. |
| 246 0# - VARYING FORM OF TITLE |
|---|
| Title proper/short title |
Global marketing and advertising |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fifth edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Los Angeles : |
| Name of producer, publisher, distributor, manufacturer |
SAGE, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2019. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2019 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xx, 488 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
still image |
| Source |
rdacontent |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previous edition: 2014. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
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 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst00797511. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Form subdivision |
Cross-cultural studies. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Business and Management. |
| Source of heading or term |
ukslc |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumer behavior |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst00876238. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumer behavior |
| Form subdivision |
Cross-cultural studies. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Target marketing |
| Source of heading or term |
fast |
| Authority record control number or standard number |
(OCoLC)fst01143138. |
| 650 10 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Target marketing |
| Form subdivision |
Cross-cultural studies. |
| 655 #0 - INDEX TERM--GENRE/FORM |
|---|
| Genre/form data or focus term |
Cross-cultural studies. |
| Source of term |
fast |
| Authority record control number or standard number |
(OCoLC)fst01423769 |
| 852 ## - LOCATION |
|---|
| -- |
7495.00PHP |
