Global Marketing and Advertising: Understanding Cultural Paradoxes

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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 (by Marieke de Mooij) 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.

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Editorial Reviews

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. “
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."
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.
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."
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Product Details

  • ISBN-13: 9781452257174
  • Publisher: SAGE Publications
  • Publication date: 9/24/2013
  • Edition description: Fourth Edition
  • Pages: 416
  • Sales rank: 315,938
  • Product dimensions: 7.00 (w) x 9.90 (h) x 0.70 (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 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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