The Resource Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij
Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij
Resource Information
The item Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.
This item is available to borrow from 1 library branch.
- 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 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
- Language
- eng
- Edition
- 5th edition.
- Extent
- 1 online resource (512 pages)
- Isbn
- 9781526453525
- Label
- Global marketing and advertising : Understanding cultural paradoxes
- Title
- Global marketing and advertising
- Title remainder
- Understanding cultural paradoxes
- Statement of responsibility
- Marieke K. de Mooij
- 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 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
- Cataloging source
- CaToSAGE
- http://library.link/vocab/creatorDate
- 1943-
- http://library.link/vocab/creatorName
- Mooij, Marieke K. de
- Dewey number
- 658.4
- Illustrations
- illustrations
- Index
- no index present
- LC call number
- HD30.3
- LC item number
- .K68 2018
- Literary form
- non fiction
- Nature of contents
- dictionaries
- Series statement
- Core textbook
- http://library.link/vocab/subjectName
- Business & Management
- Target audience
- specialized
- Label
- Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij
- Carrier category
- online resource
- Carrier category code
-
- cr
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Control code
- SAGECatalyst0019
- Edition
- 5th edition.
- Extent
- 1 online resource (512 pages)
- Form of item
- online
- Isbn
- 9781526453525
- Media category
- computer
- Media MARC source
- rdamedia
- Media type code
-
- c
- Other physical details
- illustrations.
- Specific material designation
- remote
- System control number
- (OCoLC)1194870559
- Label
- Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij
- Carrier category
- online resource
- Carrier category code
-
- cr
- Carrier MARC source
- rdacarrier
- Content category
- text
- Content type code
-
- txt
- Content type MARC source
- rdacontent
- Control code
- SAGECatalyst0019
- Edition
- 5th edition.
- Extent
- 1 online resource (512 pages)
- Form of item
- online
- Isbn
- 9781526453525
- Media category
- computer
- Media MARC source
- rdamedia
- Media type code
-
- c
- Other physical details
- illustrations.
- Specific material designation
- remote
- System control number
- (OCoLC)1194870559
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Global-marketing-and-advertising--Understanding/VchBLVQqHTc/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Global-marketing-and-advertising--Understanding/VchBLVQqHTc/">Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">Sydney Jones Library, University of Liverpool</a></span></span></span></span></div>
