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Global Marketing and Advertising: Understanding Cultural Parado .9781412970419
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Item specifics
- Condition
- Title
- Global Marketing and Advertising: Understanding Cultural Paradox
- ISBN
- 9781412970419
- Publication Year
- 2009
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- Global Marketing and Advertising: Understanding Cultural Paradoxes
- Item Height
- 254mm
- Publisher
- SAGE Publications INC International Concepts
- Item Width
- 177mm
- Subject
- Marketing
- Item Weight
- 590g
- Number of Pages
- 344 Pages
About this product
Product Information
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
Product Identifiers
Publisher
SAGE Publications INC International Concepts
ISBN-13
9781412970419
eBay Product ID (ePID)
91468088
Product Key Features
Publication Name
Global Marketing and Advertising: Understanding Cultural Paradoxes
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2009
Type
Textbook
Number of Pages
344 Pages
Dimensions
Item Height
254mm
Item Width
177mm
Item Weight
590g
Additional Product Features
Country/Region of Manufacture
United States
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WRAP Ltd.
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