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Global marketing & advertising : understanding cultural paradoxes / Marieke K de Mooij
Los Angeles : SAGE, 2022
xxi, 504 pages. : illustrations ; 24 cm.
Ký hiệu phân loại (DDC): 658.8
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
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