商品詳細

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth Edition, offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications.

Features

Includes coverage of topics such as global public relations, culture and the media, and culture and the Internet, along with extensive coverage of consumer behavior

Helps companies define cross cultural segments to better target consumers across cultures

Shows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy

Includes both recent and classic advertising examples from various parts of the world

Demonstrates the centrality of value paradoxes to cross cultural marketing communications

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

Global Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies.