Global Marketing and Advertising: Understanding Cultural Paradoxes - Couverture souple

De Mooij, Marieke

Couverture souple

ISBN 10 : 1544318146 ISBN 13 : 9781544318141

Editeur : SAGE Publications Ltd, 2018

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 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 to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.

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.
• More examples from major regions and countries from around the world
• Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour

A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

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.

À propos de la quatrième de couverture

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.

Détails de l'édition

• Éditeur: SAGE Publications Ltd
• Date d'édition: 2018
• Langue: anglais
• ISBN 10: 1544318146
• ISBN 13: 9781544318141
• Reliure: Broché
• Numéro d'édition: 5
• Nombre de pages: 488
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible