Global marketing and advertising : understanding cultural paradoxes / Marieke de Mooij.
By: Mooij, Marieke K. de.
Material type: BookPublisher: Thousand Oaks, CA : Sage Publications, 1998Description: xx, 316 p. : ill. ; 24 cm. + pbk.ISBN: 0803959699 ; 0803959702 .Subject(s): Target marketing | Advertising | Consumer behavior | Cross-cultural studiesDDC classification: 658.802Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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General Lending | MTU Bishopstown Library Lending | 658.802 (Browse shelf(Opens below)) | 1 | Available | 00075032 |
Enhanced descriptions from Syndetics:
` Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the tex t ′ - Choice
Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture′s consequences for values and motivation in advertising; and how culture influences perception of advertising.
Includes bibliographical references and index.
The paradoxes in global marketing communications -- The global-local paradox -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Culture and how advertising works -- Value paradoxes in advertising appeals -- Cross-cultural advertising research -- Executional style and culture -- Advertising styles -- From value paradox to strategy.
Table of contents provided by Syndetics
- The Paradoxes in Global Marketing Communications
- The Global-Local Paradox
- Culture
- Dimensions of Culture
- Values and Marketing
- Culture and Consumer Behaviour
- Culture and How Advertising Works
- Value Paradoxes in Advertising Appeals
- Cross-Cultural Advertising Research
- Executional Style and Culture
- Advertising Styles
- From Value Paradox to Strategy