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
- Includes new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior.
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Helps companies define cross cultural segments to better target consumers across cultures.
- Shows how culture affects strategic issues, such as 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. Demonstrates the centrality of value paradoxes to cross cultural marketing communications.
- 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.
The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behavior. It is particularly useful for practitioners who are working in under-researched markets and are looking for ways to explain why consumers behave the way they do. The book makes extensive use of Hofstede’s 5-D model to locate members of different cultures along the dimensions of culture and then uses this to explain differences in buying behavior, communication styles and advertising appeals. The conclusion of the book is that individual behavior is shaped more by the culture they belong to than it is by income or other differentiators.
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.
Related Books:
- Global Marketing Management (7th Edition) : Warren J. Keegan
- Principles of Marketing, 12th Edition – By Philip Kotler
- Marketing: Real People, Real Choices (7th Edition): Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
- Marketing Metrics: The Definitive Guide to Measuring Marketing Performance(2nd Edition) : Paul W. Farris, Neil T. Bendle
- Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide – John Jantsch
- East Asia: A Cultural, Social, and Political History : Patricia Buckley Ebrey, Anne Walthall, James Palais
- Marketing Fine Art Photography: Alain Briot
- Measuring Marketing: 103 Key Metrics Every Marketer Needs – John Davis
