Global Marketing and Advertising

Understanding Cultural Paradoxes
 
 
SAGE Publications Ltd (Verlag)
  • 5. Auflage
  • |
  • erschienen am 1. Oktober 2018
  • |
  • 512 Seiten
 
E-Book | ePUB mit Adobe-DRM | Systemvoraussetzungen
978-1-5264-5351-8 (ISBN)
 

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.


The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and 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.

Updates to the new edition include:

  • Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models.
  • More examples from major regions and countries from around the world
  • Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour


A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Fifth Edition
  • Englisch
SAGE Publications
  • 9,36 MB
978-1-5264-5351-8 (9781526453518)
weitere Ausgaben werden ermittelt
Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy

Dateiformat: ePUB
Kopierschutz: Adobe-DRM (Digital Rights Management)

Systemvoraussetzungen:

Computer (Windows; MacOS X; Linux): Installieren Sie bereits vor dem Download die kostenlose Software Adobe Digital Editions (siehe E-Book Hilfe).

Tablet/Smartphone (Android; iOS): Installieren Sie bereits vor dem Download die kostenlose App Adobe Digital Editions (siehe E-Book Hilfe).

E-Book-Reader: Bookeen, Kobo, Pocketbook, Sony, Tolino u.v.a.m. (nicht Kindle)

Das Dateiformat ePUB ist sehr gut für Romane und Sachbücher geeignet - also für "fließenden" Text ohne komplexes Layout. Bei E-Readern oder Smartphones passt sich der Zeilen- und Seitenumbruch automatisch den kleinen Displays an. Mit Adobe-DRM wird hier ein "harter" Kopierschutz verwendet. Wenn die notwendigen Voraussetzungen nicht vorliegen, können Sie das E-Book leider nicht öffnen. Daher müssen Sie bereits vor dem Download Ihre Lese-Hardware vorbereiten.

Bitte beachten Sie bei der Verwendung der Lese-Software Adobe Digital Editions: wir empfehlen Ihnen unbedingt nach Installation der Lese-Software diese mit Ihrer persönlichen Adobe-ID zu autorisieren!

Weitere Informationen finden Sie in unserer E-Book Hilfe.


Download (sofort verfügbar)

56,99 €
inkl. 7% MwSt.
Download / Einzel-Lizenz
ePUB mit Adobe-DRM
siehe Systemvoraussetzungen
E-Book bestellen