Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third 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. In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications. New and Continuing Features. Instructor Resources on a password-protected Web site at www. Global Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies.
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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. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models.
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 behaviour 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.
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Next page. Review Now in its 5th edition, Marieke de Mooij's seminal book continues to be a guiding light for students, scholars, and practitioners of global marketing and advertising. Thoroughly grounded in the latest cutting-edge academic research, it bridges the gap between marketing and advertising theory and practice by inserting the missing link of culture.
I have been using earlier editions of the book to great effect in my undergraduate and graduate classes which consist of a culturally mixed audience of students from the East and West. Time and again my students' positive reactions to the book's contents, combined with my own experience of living and working in Japan, convince me that de Mooij is onto something important.
Twenty years since the first edition of the book, marketing professionals may be finally beginning to heed de Mooij's cross-cultural marketing gospel Students, scholars, and practitioners will have their eyes opened to cultural differences, never before noticed, greatly impacting the success or failure of marketing and advertising practices.
The 5th edition continues the tradition as a fabulous learning tool and resource for undergraduate and graduate students as well as any leader managing across cultures.
Eager to learn key cultural factors impacting campaigns, readers are provided with conceptual definitions, tools to assess cultural variations, and multiple global brand examples to build understanding, solidify knowledge and allow for future application.
Marieke de Mooij, Ph. 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.
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Global Marketing and Advertising: Understanding Cultural Paradoxes
Instructors : To support your transition to online learning, please see our resources and tools page whether you are teaching in the UK , or teaching outside of the UK. Inspection copy update April : Due to the current restrictions in place in response to COVID, our inspection copy policy has changed. Please refer to our updated inspection copy policy for full details. If you have recently placed an inspection copy order with us, we will be in touch to advise of any changes. 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. Updates to the new edition include:.
Global Marketing and Advertising : Understanding Cultural Paradoxes
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