Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 2

Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 2

by Marieke de Mooij, Geert Hofstede, Marieke K. De Mooij
     
 

For international businesses seeking to communicate their message in various cultural contexts, this text offers information on cultural differences and similarities, as well as a structure for applying this knowledge to the management of branding and marketing. Mooij, a consultant based in the Netherlands, has studied the issues closely and discusses both theoretical… See more details below

Overview

For international businesses seeking to communicate their message in various cultural contexts, this text offers information on cultural differences and similarities, as well as a structure for applying this knowledge to the management of branding and marketing. Mooij, a consultant based in the Netherlands, has studied the issues closely and discusses both theoretical and practical approaches, including the value paradox and marketing theory, global branding, cultural manifestations such as language and symbols, cross cultural value research, values and advertising, and values and strategy. This second edition contains new topics on the Internet, the media, and brand positioning, while redundant chapters have been omitted. As well, consumer behavior is discussed in more detail. Appended are Hofstede scores citing economic statistics for some 60 countries, and discussion and identification of various kinds of data sources. Annotation ©2004 Book News, Inc., Portland, OR

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Product Details

ISBN-13:
9781412914765
Publisher:
SAGE Publications
Publication date:
04/28/2005
Edition description:
Second Edition
Pages:
288
Product dimensions:
7.04(w) x 10.02(h) x 0.63(d)

Table of Contents

Foreword to the second edition
1The paradoxes in global marketing communications1
2The global-local paradox in global branding13
3Culture35
4Dimensions of culture51
5Values and marketing77
6Culture and consumer behavior105
7Advertising and the media135
8Value paradoxes in advertising appeals163
9Executional style and culture191
10From value paradox to strategy215
App. AGNI/capita 2001 (US$) and Hofstede country scores for 64 countries237

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