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Global marketing and advertising : understanding cultural paradoxes /

De Mooij, Marieke K. de.,

Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij. - Thousand Oaks,California : Sage publications, 1998. - xx, 316 pages : illustrations ; 23 cm.

Includes index.

ISBN: 0803959702

Subjects--Topical Terms:
Advertising--Cross-cultural studies.
Consumer behaviour--Cross-cultural studies.
Target marketing--Cross-cultural studies.

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