{"product_id":"9781544318134","title":"Global Marketing and Advertising: Understanding Cultural Paradoxes","description":"\u003cp\u003eCultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.\u003c\/p\u003e \u003cp\u003eGlobal Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture's consequences for values and motivation in advertising.\u003c\/p\u003e","brand":"SAGE Publications","offers":[{"title":"Default Title","offer_id":47049656008944,"sku":"9781544318134","price":160.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781544318134_p0.jpg?v=1763748920","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781544318134","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}