Global Marketing and Advertising
Summary
The feel-good place to buy books
Global Marketing and Advertising by Marieke De Mooij
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.A pioneer, now turned into a classicThis is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously.
-- Gert Jan Hofstede, Wageningen University & Research
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 | 9781529732504 |
| ISBN 10 | 1529732506 |
| Title | Global Marketing and Advertising |
| Author | Marieke De Mooij |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Sage Publications Ltd |
| Year published | 2021-11-02 |
| Number of pages | 528 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |