Global Marketing and Advertising: Understanding Cultural Paradoxes

Global Marketing and Advertising: Understanding Cultural Paradoxes

by Marieke de Mooij, Marieke K. De Mooij
     
 

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ISBN-10: 1452257175

ISBN-13: 9781452257174

Pub. Date: 09/24/2013

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 (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

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.

Product Details

ISBN-13:
9781452257174
Publisher:
SAGE Publications
Publication date:
09/24/2013
Edition description:
Fourth Edition
Pages:
416
Sales rank:
973,821
Product dimensions:
7.00(w) x 9.90(h) x 0.70(d)

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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