Coverart for item
The Resource Global marketing & advertising : understanding cultural paradoxes, Marieke de Mooij

Global marketing & advertising : understanding cultural paradoxes, Marieke de Mooij

Label
Global marketing & advertising : understanding cultural paradoxes
Title
Global marketing & advertising
Title remainder
understanding cultural paradoxes
Statement of responsibility
Marieke de Mooij
Creator
Author
Subject
Genre
Language
eng
Summary
"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
http://library.link/vocab/creatorDate
1943-
http://library.link/vocab/creatorName
Mooij, Marieke K. de
Dewey number
658.8'02
Illustrations
illustrations
Index
index present
LC call number
HF5415.127
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Target marketing
  • Advertising
  • Consumer behavior
Target audience
specialized
Label
Global marketing & advertising : understanding cultural paradoxes, Marieke de Mooij
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Contents
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
Control code
040999253
Dimensions
24 cm
Edition
5th ed.
Extent
xx, 488 pages
Isbn
9781544318141
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations
Label
Global marketing & advertising : understanding cultural paradoxes, Marieke de Mooij
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Contents
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
Control code
040999253
Dimensions
24 cm
Edition
5th ed.
Extent
xx, 488 pages
Isbn
9781544318141
Media category
unmediated
Media MARC source
rdamedia
Other physical details
illustrations

Library Locations

    • Sydney Jones LibraryBorrow it
      Chatham Street, Liverpool, L7 7BD, GB
      53.403069 -2.963723
Processing Feedback ...