Global marketing and advertising : understanding cultural paradoxes

著者

書誌事項

Global marketing and advertising : understanding cultural paradoxes

Marieke de Mooij ; foreword by Geert Hofstede

Sage, c2005

2nd ed

  • : cloth
  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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 makes for fascinating reading ... Numerous examples abound throughout the text' - Choice The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition: - Topics including culture and the media, the internet and global public relations - Consumer behavior is more extensively covered - Consideration of culture's consequences for various strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications - Twice as many illustrations -both recent and classic advertising examples have been added.

目次

Foreword by Geert Hofstede Preface to the second edition Summary of the Book Chapter 1: The paradoxes in global marketing communications The value paradox The paradoxes in marketing theory The global advertising paradox The research paradox The culture paradigm Chapter 2: The global local paradox in global branding Global branding Perception of global brands by consumers Global branding strategies The global-local dilemma Global communities Convergence and divergence of consumer behavior Global or local? Factors that influence standardization The role of advertising in global branding The importance of culture for global advertising Global branding means adding value to global products Chapter 3: Culture Culture defined Cultural universals Manifestations of culture Selective perception Stereotyping Thinking patterns and intellectual styles Language Signs, symbols and body language Imagery and music Global culture Chapter 4: Dimensions of culture Comparing cultures Classifying cultures High- and low-context cultures Dimensions of time Relationship of man with nature Hofstede's five dimensions of national culture Configurations of dimensions Chapter 5: Values and marketing The value concept Cross-cultural value research Culture-specific values Important values don't translate Value and lifestyle research Value and lifestyle research for global marketing The value concept in international marketing and advertising strategy Chapter 6: Culture and consumer behavior Consumer behavior Consumer attributes Social processes Mental processes Consumer behavior domains Chapter 7: Advertising and the media Communication and culture Mass communication styles Advertising styles The purpose of marketing communication How advertising works Models of how advertising works Public Relations The Media The Internet Chapter 8: Value paradoxes in advertising appeals Appeals in advertising The value paradox: the desirable and the desired The value paradox as an effective advertising instrument Examples of appeals by dimension Consequences for advertising concepts Do great ideas travel? Why humor doesn't travel Chapter 9: Executional style and culture Classifications of advertising forms Seven basic advertising forms worldwide Relationship basic form, culture and product category Chapter 10: From value paradox to strategy A company's mission and vision Corporate identity Product/market development across cultures Brand positioning across cultures External aspects: Product usage and brand image Internal aspects: Brand identity & personality and brand values Brand positioning matrix Marketing communication strategy Levels of communication by stage of market development Global Integrated marketing communications Appendix References About the Author

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