Global marketing and advertising : understanding cultural paradoxes
著者
書誌事項
Global marketing and advertising : understanding cultural paradoxes
Sage Publications, c1998
- : hbk
- : pbk
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注記
Includes index
内容説明・目次
内容説明
`Marieke de Mooij's insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text' - Choice
Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture's consequences for values and motivation in advertising; and how culture influences perception of advertising.
目次
The Paradoxes in Global Marketing Communications
The Global-Local Paradox
Culture
Dimensions of Culture
Values and Marketing
Culture and Consumer Behaviour
Culture and How Advertising Works
Value Paradoxes in Advertising Appeals
Cross-Cultural Advertising Research
Executional Style and Culture
Advertising Styles
From Value Paradox to Strategy
「Nielsen BookData」 より
