user
0
Su pedido

Tu pedido

Su carro de la compra está vacío

Materias

Global Marketing and Advertising "Understanding Cultural Paradoxes"

Global Marketing and Advertising "Understanding Cultural Paradoxes"

Compartir en:

(0 Comentarios)
Comenta y valora este libro

pvp.56,75 €

En stock

  • ISBN:9781452257174
  • Editorial: Sage Publications
  • Fecha de la edición:
  • Número de la edición: 4
  • Encuadernación:
  • Nº Pág.:416
  • Idiomas:Ingles

Materias:

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.

Foreword by Geert Hofstede Preface to the Fourth Edition Summary of the Book 1. The Paradoxes in Global Marketing Communications 2. Global Branding 3. Values and Culture 4. Dimensions of Culture 5. Culture and Consumer Behavior 6. Researching and Applying Cultural Values 7. Culture and Communication 8. Culture and the Media 9. Culture and Advertising Appeals 10. Culture and Executional Style 11. From Value Paradox to Strategy Appendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2011, for 66 Countries Appendix B: Data Sources Index About the Author

Otros libros de Marketing