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.

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

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

Author notes provided by Syndetics

John McCumber is Professor of Germanic Languages at UCLA. His most recent books are Time in the Ditch: American Philosophy and the McCarthy Era (2000) and Reshaping Reason: Toward a New Philosophy (2005).