Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 2

Paperback (Print)
Buy Used
Buy Used from BN.com
$44.96
(Save 25%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 96%)
Other sellers (Paperback)
  • All (25) from $1.99   
  • New (3) from $21.61   
  • Used (22) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$21.61
Seller since 2008

Feedback rating:

(1764)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
New

Ships from: cadiz, KY

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$50.00
Seller since 2014

Feedback rating:

(178)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$60.00
Seller since 2014

Feedback rating:

(178)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by

Overview

Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.

Read More Show Less

Editorial Reviews

Choice Magazine
"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 - P.G. Kishel
"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."
Christine M. Von Der Haar
“This book covers the material without belaboring the point. It is perfect for a liberal arts course. It is well-organized, clearly written, and interesting. It is also the right length. “
Michael McBride
Excellent choice for mycombined class of undergraduate and graduate students.
Michael Mc Bride
Excellent choice for mycombined class of undergraduate and graduate students.
Deborah De Long
I love all of the advertising examples and the variety of photos of advertising from all over the world."
Patrice Prusko Torcivia
"The incorporation of culture and marketing theory in one cohesive text."
Deborah DeLong
I love all of the advertising examples and the variety of photos of advertising from all over the world."
Read More Show Less

Product Details

  • ISBN-13: 9781412914765
  • Publisher: SAGE Publications
  • Publication date: 4/28/2005
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 288
  • Product dimensions: 7.04 (w) x 10.02 (h) x 0.63 (d)

Meet 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.

Read More Show Less

Table of Contents

Foreword by Geert Hofstede
Preface to the second edition
Summary of the Book
Chapter 1: The paradoxes in global marketing communications
The value paradox
The paradoxes in marketing theory
The global advertising paradox
The research paradox
The culture paradigm
Chapter 2: The global local paradox in global branding
Global branding
Perception of global brands by consumers
Global branding strategies
The global-local dilemma
Global communities
Convergence and divergence of consumer behavior
Global or local? Factors that influence standardization
The role of advertising in global branding
The importance of culture for global advertising
Global branding means adding value to global products
Chapter 3: Culture
Culture defined
Cultural universals
Manifestations of culture
Selective perception
Stereotyping
Thinking patterns and intellectual styles
Language
Signs, symbols and body language
Imagery and music
Global culture
Chapter 4: Dimensions of culture
Comparing cultures
Classifying cultures
High- and low-context cultures
Dimensions of time
Relationship of man with nature
Hofstede's five dimensions of national culture
Configurations of dimensions
Chapter 5: Values and marketing
The value concept
Cross-cultural value research
Culture-specific values
Important values don't translate
Value and lifestyle research
Value and lifestyle research for global marketing
The value concept in international marketing and advertising strategy
Chapter 6: Culture and consumer behavior
Consumer behavior
Consumer attributes
Social processes
Mental processes
Consumer behavior domains
Chapter 7: Advertising and the media
Communication and culture
Mass communication styles
Advertising styles
The purpose of marketing communication
How advertising works
Models of how advertising works
Public Relations
The Media
The Internet
Chapter 8: Value paradoxes in advertising appeals
Appeals in advertising
The value paradox: the desirable and the desired
The value paradox as an effective advertising instrument
Examples of appeals by dimension
Consequences for advertising concepts
Do great ideas travel?
Why humor doesn't travel
Chapter 9: Executional style and culture
Classifications of advertising forms
Seven basic advertising forms worldwide
Relationship basic form, culture and product category
Chapter 10: From value paradox to strategy
A company's mission and vision
Corporate identity
Product/market development across cultures
Brand positioning across cultures
External aspects: Product usage and brand image
Internal aspects: Brand identity & personality and brand values
Brand positioning matrix
Marketing communication strategy
Levels of communication by stage of market development
Global Integrated marketing communications
Appendix
References
About the Author

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)