Global Marketing and Advertising by Marieke De Mooij

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Global Marketing and Advertising by Marieke De Mooij

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Global Marketing and Advertising by Marieke De Mooij

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 place makes for fascinating reading ... Numerous examples abound throughout the text′ - Choice

The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition:

- Topics including culture and the media, the internet and global public relations

- Consumer behavior is more extensively covered

- Consideration of culture′s consequences for various strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications

- Twice as many illustrations -both recent and classic advertising examples have been added.

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"Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter." -- P.G. Kishel * CHOICE *
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.
SKU Unavailable
ISBN 13 9781412914765
ISBN 10 1412914760
Title Global Marketing and Advertising
Author Marieke De Mooij
Condition Unavailable
Binding Type Paperback
Publisher SAGE Publications Inc
Year published 2005-05-26
Number of pages 288
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.