Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and 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. Updates to the new edition include:Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models.More examples from major regions and countries from around the worldBroader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
✔ Author(s): Marieke de Mooij
✔ Title: Global Marketing and Advertising: Understanding Cultural Paradoxes
✔ Rating : 4.5 out of 5 base on (31 reviews)
✔ ISBN-10: 1544318146
✔ ISBN-13: 9781544318141
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about Global Marketing and Advertising by Marieke de Mooij
Jillian Neel
This book completely captured my heart. The characters were so relatable, and their journeys resonated deeply with me. The writing was poetic and powerful, leaving me with a sense of awe. I'm grateful to have experienced this literary gem.
Lucy Garraway
The rich historical context of the book added a layer of depth that I found fascinating. It was like stepping back in time and experiencing history firsthand.
Iris Watts
I'm already planning to reread this book. It's one of those stories that you can revisit again and again, discovering new layers of meaning each time.
