Global Marketing and Advertising: Understanding Cultural Paradoxes / Edition 1 available in Paperback
- Pub. Date:
- SAGE Publications
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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About 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.
Table of Contents
Chapter 1: The Paradoxes in Global Marketing CommunicationsChapter 2: Global BrandingChapter 3: Values and CultureChapter 4: Dimensions of CultureChapter 5: Culture and Consumer BehaviorChapter 6: Researching and Applying Cultural ValuesChapter 7: Culture and CommunicationChapter 8: Culture and MediaChapter 9: Culture and Advertising AppealsChapter 10: Culture and Executional StyleChapter 11: From Value Paradox to Strategy