Global Marketing and Advertising (BOK)

Marieke de Mooij

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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. It 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. It helps companies define cross cultural segments to better target consumers across cultures. It shows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It includes both recent and classic advertising examples from various parts of the world. It demonstrates the centrality of value paradoxes to cross cultural marketing communications. It 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.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2013 Forfatter Marieke de Mooij
Forlag
Sage Publications US public.
ISBN 9781452257174
Antall sider 416 Dimensjoner 17,9cm x 25,4cm x 1,5cm
Vekt 660 gram Leverandør Bertram Trading Ltd