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Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 2

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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.

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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."
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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.
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Table of Contents

Foreword to the second edition
1 The paradoxes in global marketing communications 1
2 The global-local paradox in global branding 13
3 Culture 35
4 Dimensions of culture 51
5 Values and marketing 77
6 Culture and consumer behavior 105
7 Advertising and the media 135
8 Value paradoxes in advertising appeals 163
9 Executional style and culture 191
10 From value paradox to strategy 215
App. A GNI/capita 2001 (US$) and Hofstede country scores for 64 countries 237
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