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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
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.
|Foreword to the second edition|
|1||The paradoxes in global marketing communications||1|
|2||The global-local paradox in global branding||13|
|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|