Global Marketing and Advertising: Understanding Cultural Paradoxes

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Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third Edition, offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications.

New and Continuing Features

  • Includes new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior
  • Helps companies define cross cultural segments to better target consumers across cultures
  • Shows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy
  • Includes both recent and classic advertising examples from various parts of the world Demonstrates the centrality of value paradoxes to cross cultural marketing communications
  • 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

Instructor Resources on a password-protected Web site at www.sagepub.com/demooij3instr, includes discussion questions, PowerPoint slides, illustrations from the book, sample test questions, and film clips available to qualified instructors by contacting SAGE Customer Care at 1-800-818-SAGE (7243) between 6 a.m. and 5 p.m. PST.

Global Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies.

 

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Contents

The Paradoxes in Global Marketing Communications
1
Global Branding
23
Values and Culture
45
Dimensions of Culture
67
Culture and Consumer Behavior
93
Researching and Applying Cultural Values
131
Culture and Communication
163
Culture and the Media
193
From Value Paradox to Strategy
269
Product Usage and Brand Image
275
Marketing Communication Strategy
282
Notes
288
Appendix A GNICapita 2007 US and Hofstede Country Scores for 66 Countries
289
Appendix B Data Sources
293
Index
299
About the Author
323

Culture and Advertising Appeals
217
Culture and Executional Style
245

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About the author (2010)

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

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