Global Marketing and Advertising: Understanding Cultural Paradoxes - Couverture souple

De Mooij, Marieke

Couverture souple

ISBN 10 : 0803959702 ISBN 13 : 9780803959705

Editeur : SAGE Publications Inc, 1997

Synopsis

`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.

A propos du livre

À propos de l?auteur

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Détails de l'édition

• Éditeur: SAGE Publications Inc
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0803959702
• ISBN 13: 9780803959705
• Reliure: Broché
• Nombre de pages: 336
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible