Global Marketing and Advertising Understanding Cultural Paradoxes

• Main Author: Mooij, Marieke K. (Author)
• Format: Book
• Language: English
• Published: London SAGE Publications 2018
• Edition: 5th Edition
• Subjects: Target marketing > Cross-cultural studies; Advertising > Cross-cultural studies; Consumer behavior > Cross-cultural studies
• Online Access: Click Here to View Status and Holdings.

 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.The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.More examples from major regions and countries from around the world.Broader background theory on usage differences of new digital media and extensive coverage of consumer behavior.A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.