Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 3

by Marieke de Mooij

Overview

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third Edition, offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications.

New and Continuing Features

• Includes new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior
• Helps companies define cross cultural segments to better target consumers across cultures
• Shows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy
• Includes both recent and classic advertising examples from various parts of the world Demonstrates the centrality of value paradoxes to cross cultural marketing communications
• 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

Instructor Resources on CD, including discussion questions, PowerPoint slides, illustrations from the book, sample test questions, and video clips are available to qualified instructors by contacting SAGECustomer Care at 1-800-818-SAGE (7243) between 6 a.m. and 5 p.m. PST.

Global Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies.

Product Details

ISBN-13:	9781412970419
Publisher:	SAGE Publications
Publication date:	05/28/2009
Edition description:	Third Edition
Pages:	344
Product dimensions:	6.90(w) x 9.90(h) x 0.70(d)

About the Author

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Table of Contents

The Paradoxes in Global Marketing Communications
The Global-Local Paradox
Culture
Dimensions of Culture
Values and Marketing
Culture and Consumer Behaviour
Culture and How Advertising Works
Value Paradoxes in Advertising Appeals
Cross-Cultural Advertising Research
Executional Style and Culture
Advertising Styles
From Value Paradox to Strategy

Editorial Reviews

Excellent choice for my combined class of undergraduate and graduate students.

Michael Mc Bride

"Thank you so much for sending me the CD for the de Mooij book. It's incredible! I really wasn't expecting this much. Everything is so beautiful. The discussion questions and practice exam are great. These supplements will really improve my class."

Christine M. Von Der Haar

Excellent choice for mycombined class of undergraduate and graduate students.

Michael McBride

A pioneer, now turned into a classic. This is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously.

Gert Jan Hofstede

Global Marketing and Advertising is an essential book for anyone in the field of advertising, whether global or local in focus. Students, scholars, and practitioners will have their eyes opened to cultural differences, never before noticed, greatly impacting the success or failure of marketing and advertising practices. The 5^th edition continues the tradition as a fabulous learning tool and resource for undergraduate and graduate students as well as any leader managing across cultures. Eager to learn key cultural factors impacting campaigns, readers are provided with conceptual definitions, tools to assess cultural variations, and multiple global brand examples to build understanding, solidify knowledge and allow for future application.

Carrie La Ferle

Now in its 5th edition, Marieke de Mooij’s seminal book continues to be a guiding light for students, scholars, and practitioners of global marketing and advertising. Thoroughly grounded in the latest cutting-edge academic research, it bridges the gap between marketing and advertising theory and practice by inserting the missing link of culture.
I have been using earlier editions of the book to great effect in my undergraduate and graduate classes which consist of a culturally mixed audience of students from the East and West. Time and again my students’ positive reactions to the book’s contents, combined with my own experience of living and working in Japan, convince me that de Mooij is onto something important. Twenty years since the first edition of the book, marketing professionals may be finally beginning to heed de Mooij’s cross-cultural marketing gospel…..or ignore it at their own peril.

Carolus Praet

"Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter."

CHOICE - P.G. Kishel

I love all of the advertising examples and the variety of photos of advertising from all over the world. "

Deborah De Long

"The incorporation of culture and marketing theory in one cohesive text. "

Patrice Prusko Torcivia

I love all of the advertising examples and the variety of photos of advertising from all over the world."

Deborah DeLong

"Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter. "— P.G. Kishel

Choice Magazine