Global marketing & advertising : understanding cultural paradoxes / Marieke de Mooij.Material type: TextPublication details: Los Angeles : SAGE, 2019; ©2019Edition: 5th editionDescription: xx, 488 pages : illustrations ; 24 cmISBN: 9781544318141 (pbk.); 1544318146 (pbk,)Other title: Global marketing and advertisingSubject(s): Target marketing -- Cross-cultural studies | Advertising -- Cross-cultural studies | Consumer behavior -- Cross-cultural studies | AdvertisingDDC classification: 658.802 LOC classification: HF5415.127 | .M66 2019
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Previous edition: 2014.
Includes bibliographical references and index.
Foreword / Geert Hofstede -- Preface to the fourth edition -- Summary of the book -- The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy -- Appendix A: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author.
"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 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." -- Amazon
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