書籍分類

Global Marketing and Advertising: Understanding Cultural Paradoxes 5/e

作者:Marieke de Mooij
原價:NT$ 1,450

ISBN:9781544318141
版次:5
年份:2019
出版商:SAGE Publications
頁數/規格:516頁/平裝雙色
參考網頁:Global Marketing and Advertising: Understanding Cultural Paradoxes 5/e

內容介紹 本書特色 目錄

    Description
    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

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