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Global Marketing & Advertising: Understanding Cultural Paradoxes By Mooij 6th Ed
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- Buy it nowGlobal Marketing & Advertising: Understanding Cultural Paradoxes By Mooij 6th Ed
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Item specifics
- Condition
- Book Title
- Global Marketing and Advertising: Understanding Cultural Paradoxe
- Subject
- Advertising
- ISBN
- 9781529732504
- Publication Year
- 2021
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Global Marketing and Advertising : Understanding Cultural Paradoxes
- Item Length
- 9.1in
- Publisher
- SAGE Publications, The Limited
- Item Width
- 7.3in
- Item Weight
- 31.7 Oz
- Number of Pages
- 528 Pages
About this product
Product Information
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.
Product Identifiers
Publisher
SAGE Publications, The Limited
ISBN-10
1529732506
ISBN-13
9781529732504
eBay Product ID (ePID)
6050418708
Product Key Features
Publication Name
Global Marketing and Advertising : Understanding Cultural Paradoxes
Format
Trade Paperback
Language
English
Publication Year
2021
Type
Textbook
Number of Pages
528 Pages
Dimensions
Item Length
9.1in
Item Width
7.3in
Item Weight
31.7 Oz
Additional Product Features
Lc Classification Number
Hf5415.127.M66 2021
Edition Number
6
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.
Table of Content
Chapter 1: The Paradoxes in Global Marketing CommunicationsChapter 2: Global BrandingChapter 3: Values and CultureChapter 4: Dimensions of CultureChapter 5: Culture and Consumer BehaviorChapter 6: Researching and Applying Cultural ValuesChapter 7: Culture and CommunicationChapter 8: Culture and the MediaChapter 9: Culture and Advertising AppealsChapter 10: Culture and Executional StyleChapter 11: From Value Paradox to StrategyChapter 12: Appendices
Copyright Date
2022
Topic
Marketing / General, Commerce, International / Marketing, Advertising & Promotion
Lccn
2021-937537
Dewey Decimal
658.802
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics
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