Global marketing & advertising : understanding cultural paradoxes
著者
書誌事項
Global marketing & advertising : understanding cultural paradoxes
SAGE, 2022
6th ed
大学図書館所蔵 全4件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes 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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments.
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. Includes discussion of how Covid-19 has impacted globalization.
More examples from major regions and countries from around the world.
Broader background theory on how people use social media and extensive coverage of consumer behavior
A range of online instructor resources complement the book, including 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 the Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy
Chapter 12: Appendices
「Nielsen BookData」 より