Global Marketing and Advertising: Understanding Cultural Paradoxes
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...
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For international businesses seeking to communicate their message in various cultural contexts, this text offers information on cultural differences and similarities, as well as a structure for applying this knowledge to the management of branding and marketing. Mooij, a consultant based in the Netherlands, has studied the issues closely and discusses both theoretical and practical approaches, including the value paradox and marketing theory, global branding, cultural manifestations such as language and symbols, cross cultural value research, values and advertising, and values and strategy. This second edition contains new topics on the Internet, the media, and brand positioning, while redundant chapters have been omitted. As well, consumer behavior is discussed in more detail. Appended are Hofstede scores citing economic statistics for some 60 countries, and discussion and identification of various kinds of data sources. Annotation ©2004 Book News, Inc., Portland, OR
Foreword to the second edition1The paradoxes in global marketing communications12The global-local paradox in global branding133Culture354Dimensions of culture515Values and marketing776Culture and consumer behavior1057Advertising and the media1358Value paradoxes in advertising appeals1639Executional style and culture19110From value paradox to strategy215App. AGNI/capita 2001 (US$) and Hofstede country scores for 64 countries237
\ Christine M. Von Der Haar"Thank you so much for sending me the CD for the de Mooij book. It's incredible! I really wasn't expecting this much. Everything is so beautiful. The discussion questions and practice exam are great. These supplements will really improve my class."\ \ \ \ \ Michael McBrideExcellent choice for mycombined class of undergraduate and graduate students.\ \ \ Michael Mc BrideExcellent choice for mycombined class of undergraduate and graduate students.\ \ \ \ \ Choice Magazine"Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter. "— P.G. Kishel\ \ \ \ \ CHOICE"Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter."\ \
