Global Marketing and Advertising: Understanding Cultural Paradoxes - Softcover

De Mooij, Marieke

Softcover

ISBN 10: 1452257175 ISBN 13: 9781452257174

Publisher: SAGE Publications, Inc, 2013

Synopsis

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth 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.

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.

Features

Includes coverage of topics such as global public relations, culture and the media, and culture and the Internet, along with 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

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.

About this title

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.

Edition details

• Publisher: SAGE Publications, Inc
• Publication date: 2013
• Language: English
• ISBN 10: 1452257175
• ISBN 13: 9781452257174
• Binding: Paperback
• Edition number: 4
• Number of pages: 416