Global Marketing and Advertising

Released on by Marieke de Mooij
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  • Global Marketing and Advertising Book Detail

  • Author : Marieke de Mooij
  • Release Date : 2018-10-27
  • Publisher : SAGE
  • Genre : Business & Economics
  • Pages : 582
  • ISBN 13 : 1526453517
  • File Size : 43,43 MB
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Global Marketing and Advertising by Marieke de Mooij PDF Summary

Book Description: 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.

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Global Marketing and Advertising

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Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market