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Numerous examples abound throughout the text′ - Choice    Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.      Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture′s consequences for values and motivation in advertising; and how culture influences perception of advertising.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49737264267537,"sku":"GOR003995610","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0803959702.jpg?v=1750946706"},{"product_id":"global-marketing-and-advertising-book-marieke-de-mooij-9781529732504","title":"Global Marketing and Advertising","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.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":49741415121169,"sku":"NGR9781529732504","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":50706884231441,"sku":"GOR014042787","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":51532322078993,"sku":"CIN1529732506G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52481997078801,"sku":"NLS9781529732504","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1529732506.jpg?v=1751341094"},{"product_id":"global-marketing-and-advertising-book-marieke-de-mooij-9781412970419","title":"Global Marketing and Advertising","description":"The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":49801442623761,"sku":"CIN1412970415G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50383268577553,"sku":"CIN1412970415VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50709320630545,"sku":"GOR005336707","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1412970415.jpg?v=1750922555"},{"product_id":"global-marketing-and-advertising-book-marieke-de-mooij-9781452257174","title":"Global Marketing and Advertising","description":"Packed with examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth 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.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":49876853981457,"sku":"CIN1452257175G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ WELL_READ \/ SBYB","offer_id":50376393392401,"sku":"CIN1452257175A","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51377098653969,"sku":"GOR006672145","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1452257175.jpg?v=1750758059"},{"product_id":"global-marketing-and-advertising-book-marieke-de-mooij-9781544318141","title":"Global Marketing and Advertising","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.","brand":"WoB","offers":[{"title":"US \/ WELL_READ \/ SBYB","offer_id":49890621522193,"sku":"CIN1544318146A","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50666660692241,"sku":"CIN1544318146G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50761052258577,"sku":"GOR010237036","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":52815237841169,"sku":"CIN1544318146VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1544318146.jpg?v=1750829793"},{"product_id":"consumer-behavior-and-culture-book-marieke-de-mooij-9780761926696","title":"Consumer Behavior and Culture","description":"\"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant.\" --Geert Hofstede, Institute for Research on Intercultural Cooperation, the Netherlands  Consumers worldwide are not the same, and the differences in consumer behavior between countries are increasing. Because all aspects of consumer behavior are culture-bound, and not subject merely to environmental factors but integrated in all of human behavior, there is an increased need to identify and understand this integration and its impact on global marketing and advertising. Consumer Behavior and Culture: Consequences for Global Marketing and Advertising is the first book to present an empirically based model for integrating culture with consumer behavior.  Consumer Behavior and Culture reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.   reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. Key Features:  * A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing   * A discussion of consumer behavior theories and cultural variations from around the world   * Coverage of a number of consumer behavior domains, including explanations of differences in consumption and ownership, all based on empirical evidence   * In addition to anecdotal evidence, the consequences of branding and marketing communication strategy are presented and analyzed  Perfect for students and practitioners in marketing and advertising, this book is designed to meet the needs of those wishing to view consumer behavior from a global cultural perspective. It is also ideal for those emphasizing the role of minority groups as well as increased multicultural sensitivity in their marketing and advertising strategies.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50052585292049,"sku":"GOR002953138","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0761926690.jpg?v=1751232907"},{"product_id":"global-marketing-and-advertising-book-marieke-de-mooij-9781529732498","title":"Global Marketing and Advertising","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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments.      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. Includes discussion of how Covid-19 has impacted globalization.  More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior         A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51407129706769,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":51407129870609,"sku":"GOR014261603","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52480913178897,"sku":"NLS9781529732498","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1529732492.jpg?v=1751373635"},{"product_id":"consumer-behavior-and-culture-book-marieke-de-mooij-9780761926689","title":"Consumer Behavior and Culture","description":"Reviewing the myths of global marketing, this book explores the concept of culture and models of culture. 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