Global marketing and advertising : understanding cultural paradoxes

著者

書誌事項

Global marketing and advertising : understanding cultural paradoxes

Marieke de Mooij

SAGE, c2019

5th ed

  • : pbk

タイトル別名

Global marketing & advertising : understanding cultural paradoxes

大学図書館所蔵 件 / 全14件

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注記

"First edition published 1997. Second edition published 2005, Third edition published 2009, Four edition published 2013, This fifth edition published 2019"--T.p. verso

Includes bibliographical references and index

内容説明・目次

内容説明

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and 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. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

目次

Chapter 1: The Paradoxes in Global Marketing Communications Chapter 2: Global Branding Chapter 3: Values and Culture Chapter 4: Dimensions of Culture Chapter 5: Culture and Consumer Behavior Chapter 6: Researching and Applying Cultural Values Chapter 7: Culture and Communication Chapter 8: Culture and Media Chapter 9: Culture and Advertising Appeals Chapter 10: Culture and Executional Style Chapter 11: From Value Paradox to Strategy

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