Global Marketing and Advertising

Understanding Cultural Paradoxes

Marieke de Mooij, Geert Hofstede

290 pages, parution le 26/05/2005 (2^eme édition)

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Résumé

Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.

New to the Second Edition:

Topics such as culture and the media, the Internet, and global public relations have been added
Consumer behavior is more extensively covered, and the various topics of consumer behavior are better structured
The final chapter includes culture's consequences for various strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy
Twice as many illustrations as the First Edition both recent and classic advertising examples added
A CD with the TV commercials and original print ads covered in the book is available from the author www.mariekedemooij.com

Global Marketing and Advertising is ideally suited as a textbook for courses in international or global marketing and international or global advertising. This book will also be of great interest to practitioners in global marketing departments of global companies and advertising agencies.

L'auteur - Marieke de Mooij

Marieke de Mooij Ph.D. (Netherlands), is a consultant in cross cultural communications, and visiting professor at various universities, such as the University of Navarra in Spain, Vaasa University in Finland and European University Viadrina in Germany. In the Netherlands she teaches at a post graduate course of Groningen University (Academie voor Management). She is the author of several publications on the influence of culture on marketing and advertising.

L'auteur - Geert Hofstede

Geert Hofstede Professeur émerite d'anthropologie des organisations et de management international de l'université de Maastricht et docteur honoris causa d'université de sept pays européens. Auteur mondialement connu, son ouvrage Culture's Consequences en a fait un pionnier de la recherche comparative interculturelle. Ses idées sont enseignées dans le monde entier, et, en 2008, il a été cité parmi les 20 penseurs les plus influents dans le domaine du management (Wall Street Journal).

Sommaire

The paradoxes in global marketing communications
The global-local paradox in global branding
Culture
Dimensions of culture
Values and marketing
Culture and consumer behavior
Advertising and the media
Value paradoxes in advertising appeals
Executional style and culture
From value paradox to strategy
App. A GNI/capita 2001 (US$) and Hofstede country scores for 64 countries

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Caractéristiques techniques

	PAPIER
Éditeur(s)	SAGE Publications
Auteur(s)	Marieke de Mooij, Geert Hofstede
Parution	26/05/2005
Édition	2^eme édition
Nb. de pages	290
Couverture	Relié
Intérieur	Noir et Blanc
EAN13	9781412914765
ISBN13	978-1-4129-1476-5