Global Marketing and Advertising by Marieke De Mooij

Global Marketing and Advertising by Marieke De Mooij

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.

"This book covers the material without belaboring the pointIt is perfect for a liberal arts course.  It is well-organized, clearly written, and interesting.  It is also the right length. " -- Christine M. Von Der Haar
I love all of the advertising examples and the variety of photos of advertising from all over the world." -- Deborah DeLong
"The incorporation of culture and marketing theory in one cohesive text." -- Patrice Prusko Torcivia

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	9781452257174
ISBN 10	1452257175
Title	Global Marketing and Advertising
Author	Marieke De Mooij
Condition	Unavailable
Binding Type	Paperback
Publisher	SAGE Publications Inc
Year published	2013-10-29
Number of pages	416
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.