Global Marketing and Advertising: Understanding Cultural Paradoxes

by Mariekede Mooij (Author)

• Used

  Paperback
  2005

  $3.47

  Praise for the First Edition

  `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

  The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition:

  - Topics including culture and the media, the internet and global public relations

  - Consumer behavior is more extensively covered

  - Consideration of culture's consequences for various strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications

  - Twice as many illustrations -both recent and classic advertising examples have been added.

• Used

  Paperback
  2009

  $3.62

  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