Global Marketing and Advertising
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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.
"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. |
| Note | Unavailable |