Global Marketing and Advertising: Understanding Cultural Paradoxes Sixth Edit...

PuddleducksInPlatte
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Item specifics

Condition
Very Good: A book that does not look new and has been read but is in excellent condition. No obvious ...
ISBN
1529732506
Subject
General, Commerce
Subject Area
Reference, Business & Economics
Publication Name
Global Marketing and Advertising : Understanding Cultural Paradoxes
Publisher
SAGE Publications, The Limited
Item Length
0.4 in
Publication Year
2021
Type
Not Available
Format
Book, Other
Language
English
Item Height
3.6 in
Author
Marieke De Mooij
Item Weight
31.7 Oz
Item Width
3 in
Number of Pages
528 Pages
Category

About this product

Product Identifiers

Publisher
SAGE Publications, The Limited
ISBN-10
1529732506
ISBN-13
9781529732504
eBay Product ID (ePID)
6050418708

Product Key Features

Number of Pages
528 Pages
Publication Name
Global Marketing and Advertising : Understanding Cultural Paradoxes
Language
English
Subject
General, Commerce
Publication Year
2021
Type
Not Available
Author
Marieke De Mooij
Subject Area
Reference, Business & Economics
Format
Book, Other

Dimensions

Item Height
3.6 in
Item Weight
31.7 Oz
Item Length
0.4 in
Item Width
3 in

Additional Product Features

Edition Number
6
LCCN
2021-937537
Reviews
A pioneer, now turned into a classic. This is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously., A pioneer, now turned into a classic. This is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously. -- Gert Jan Hofstede, Wageningen University & Research
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.802
Intended Audience
College Audience
Table Of Content
Chapter 1: The Paradoxes in Global Marketing Communications Chapter 2: Global Branding Chapter 3: Values and Culture Chapter 4: Dimensions of Culture Chapter 5: Culture and Consumer Behavior Chapter 6: Researching and Applying Cultural Values Chapter 7: Culture and Communication Chapter 8: Culture and the Media Chapter 9: Culture and Advertising Appeals Chapter 10: Culture and Executional Style Chapter 11: From Value Paradox to Strategy Chapter 12: Appendices
Synopsis
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 companys 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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. 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. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world., 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., 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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. 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. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
LC Classification Number
HF5415.127.M66 2021

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