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Global Marketing and Advertising: Understanding Cultural Paradoxes (5th Edition)

Cover Art for 9781544318141, Global Marketing and Advertising: Understanding Cultural Paradoxes (5th Edition) by Marieke de Mooij
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ISBN: 9781544318141
Publisher: SAGE Publications Ltd
Published: 10 November, 2018
Format: Paperback
Language: English
Editions: 14 other editions of this product

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Global Marketing and Advertising: Understanding Cultural Paradoxes (5th Edition)

Other Editions

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

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