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
     
 

ISBN-10: 1412914760

ISBN-13: 9781412914765

Pub. Date: 04/28/2005

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

…  See more details below

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.

Read More

Product Details

ISBN-13:
9781412914765
Publisher:
SAGE Publications
Publication date:
04/28/2005
Edition description:
Second Edition
Pages:
288
Product dimensions:
7.00(w) x 10.00(h) x (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

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >