Global marketing & advertising : understanding cultural paradoxes

Resource Information

The work Global marketing & advertising : understanding cultural paradoxes represents a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.

Label

Global marketing & advertising : understanding cultural paradoxes

Title remainder

understanding cultural paradoxes

Statement of responsibility

Marieke de Mooij

Creator

• Mooij, Marieke K. de, 1943-
• Mooij, Marieke K. de, 1943-

Author

• Mooij, Marieke K. de, 1943-
• Mooij, Marieke K. de, 1943-

Subject

• Target marketing -- Cross-cultural studies
• Consumer behavior -- Cross-cultural studies
• Advertising -- Cross-cultural studies

Genre

• Cross-cultural studies

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

Dewey number

658.8'02

Illustrations

illustrations

Index

index present

LC call number

HF5415.127

Literary form

non fiction

Nature of contents

bibliography

Target audience

specialized