Coverart for item
The Resource Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij

Global marketing and advertising : Understanding cultural paradoxes, Marieke K. de Mooij

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
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 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
Instantiates
Publication
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
Publication
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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