Global marketing and advertising

Enhanced descriptions from Syndetics:

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.

Reviews provided by Syndetics

CHOICE Review

Mooij's insightful book on the cultural similarities and differences that exist among consumers in the global marketplace makes for fascinating reading. Noting that "There may be global products, but there are no global people," she points out that even when a product such as the Sony Walkman gains worldwide acceptance, consumers' motives for using it may vary. In the Western world people use the Walkman to listen to music without being disturbed by others; Japanese listeners use it to avoid disturbing others. Exploring the cultural values and beliefs that affect consumer behavior from country to country, Mooij provides a wealth of useful information for marketers. Drawing on her 30 years of experience in international communications and advertising, she delves into a wide range of cultural areas such as thinking styles (analytical, emotional, intuitive); language content; symbols and colors; and attitudes about personal space, time, nature, and the individual ("I" versus "we" orientations). For example, the concept of "freedom," she explains, can mean "free enterprise" in the US, "freedom to express emotions" in the Netherlands, and the right "to have individual ideas" in Japan. Numerous examples abound throughout the text. Recommended for marketing students, faculty, and practitioners. Upper-division undergraduate through professional. P. G. Kishel; Cypress College