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Global Marketing and Advertising By Marieke de Mooij

Global Marketing and Advertising

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Describing the characteristics of a global brand, this study looks at 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.
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Global Marketing and Advertising Summary


Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij

`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

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.

Customer Reviews - Global Marketing and Advertising


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About Marieke de Mooij


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.

Table of Contents


The Paradoxes in Global Marketing Communications The Global-Local Paradox Culture Dimensions of Culture Values and Marketing Culture and Consumer Behaviour Culture and How Advertising Works Value Paradoxes in Advertising Appeals Cross-Cultural Advertising Research Executional Style and Culture Advertising Styles From Value Paradox to Strategy

Additional information

GOR003995610
Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij
Marieke de Mooij
Used - Very Good
Paperback
SAGE Publications Inc
1997-09-10
336
0803959702
9780803959705
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine.