Global Marketing and Advertising: Understanding Cultural Paradoxes. Front Cover. Marieke de Mooij. SAGE Publications, Aug 27, – Business & Economics. Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place. Global Marketing and Advertising:: Understanding Cultural Paradoxes Advertising: Understanding Cultural Paradoxes Marieke de Mooij; Publisher Name.
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Global Marketing and Advertising : Marieke de Mooij :
In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers ee global marketing concepts to the management of global branding and marketing communications. New and Continuing Features: The Best Books of Check out the top books of the year on our page Best Books of Product details Format Paperback pages Dimensions x x Looking for beautiful books?
Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij
Visit our Beautiful Books page and find lovely books for kids, photography lovers and more. The Paradoxes In Global Marketing Communications The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, global markets are products Focus on a unique individual Globalization Convergence and divergence of consumer behavior The global-local dilemma in global marketing Global communities Global or local?
The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company’s brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: Values and Culture The value concept Values are enduring The value paradox: The desirable and the Desired Culture defined Zdvertising universals Selective perception Stereotyping Manifestations of culture Signs, symbols and marketint language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter glbal Culture and Consumer Behavior Consumer behavior Consumer attributes The concept of self Personality Personality traits Identity and image Personality and identity in marketing Attitude Lifestyle Social processes Needs Motivation Buying motives Emotion Emotions in advertising Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information processing Decision making Consumer decision making styles Business decision making Consumer behavior domains Product acquisition, ownership and usage Complaining behavior Brand loyalty Diffusion of innovations Chapter 6: Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don’t translate Measuring cultural values Measuring the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: Persuasion of likeability How advertising works The hierarchy of effects High- and low involvement Visuals in advertising Appreciation of advertising in general Public relations Web site design Design: Logo, product, package and retail design Chapter 8: Culture and the Media An ever changing media landscape Media usage across cultures Television IPTV Radio Press media Moolj mobile phone The world-wide web E-commerce Search marketing The social and entertainment roles of the internet Social networks The blog Internet advertising Ad format acceptability and effectiveness Viral marketing Online video advertising Mobile marketing and advertising Will the worldwide web facilitate standardization?
The organization of international media planning Chapter 9: The country-of-origin appeal Why humor doesn’t travel Chapter Executional Marike and Culture Classifications of advertising forms Seven basic advertising forms worldwide Announcement Association transfer Lesson Drama Entertainment Imagination Markdting effects Relationship basic form, culture and product category Chapter Product usage and brand image Product usage Brand image Internal aspects: One product or brand, display Semi-standardized: One brand, One advertising form, and Standard execution One brand, one form, varying standard executional elements One or different brand names, one advertising form, different executions One or different brand names, one concept, different executions based on culture-fit advertising styles Cultural segmentation: Global products, global marketing communications Stage 2: Global products, adapted marketing communications Stage 3: Local products, local marketing communications Appendix A: Data sources Index About the author show more.
I really wasn’t expecting this much.
Everything is so beautiful. The discussion questions and practice exam are great. These supplements will really improve my class.
Global Marketing and Advertising : Understanding Cultural Paradoxes
Von Der Haar show more. Review quote Excellent choice for my combined class of undergraduate and graduate students.
Netherlandsis 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 nad advertising.
She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. Book ratings by Goodreads. Goodreads is the world’s largest site for readers with over 50 million reviews. We’re featuring millions of their reader ratings on our book pages to help you find your new favourite book.