Global Marketing and Advertising: Understanding Cultural Paradoxes

by Mariekede Mooij (Author)

• Used

  Paperback
  1997

  $3.29

  `Marieke de Mooij's insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text' - Choice

  Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.

  Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture's consequences for values and motivation in advertising; and how culture influences perception of advertising.

• Used

  Paperback
  2009

  $3.29

  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 behaviour

  - 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 lecturers