Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 3

Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 3

by Marieke de Mooij
     
 

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ISBN-10: 1412970415

ISBN-13: 9781412970419

Pub. Date: 05/28/2009

Publisher: SAGE Publications

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

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)

Table of Contents

Foreword by Geert Hofstede
Preface to the Fourth Edition
Summary of the Book
1. The Paradoxes in Global Marketing Communications
2. Global Branding
3. Values and Culture
4. Dimensions of Culture
5. Culture and Consumer Behavior
6. Researching and Applying Cultural Values
7. Culture and Communication
8. Culture and the Media
9. Culture and Advertising Appeals
10. Culture and Executional Style
11. 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

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