Global Marketing and Advertising: Understanding Cultural Paradoxes 5/e
作者：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.
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.
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
NEW TO THIS EDITION:
Features updated information and findings from recent studies, as well as new topics, including: global public relations, culture and the media, and culture and the Internet.
Offers more examples from the major world regions.
Presents even more examples from countries around the world.
Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior.
Helps companies define cross-cultural segments to better target consumers across cultures.
Shows how culture affects strategic issues, such as modes of entry of international markets, the company's mission statement, brand positioning strategy, and marketing communications strategy.
Includes both recent and classic advertising examples from various parts of the world and demonstrates the centrality of value paradoxes to cross-cultural marketing communications.
Analyzes and uses dimensional models to help readers see how their understanding of cultural relationships in one country or region can be extended to other countries or regions.
Table of Contents
Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy