Global Marketing and Advertising: Understanding Cultural Paradoxes. Front Cover. Marieke de Mooij. SAGE Publications, Aug 27, – Business & Economics. Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place. Global Marketing and Advertising:: Understanding Cultural Paradoxes Advertising: Understanding Cultural Paradoxes Marieke de Mooij; Publisher Name.
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Global Marketing and Advertising : Understanding Cultural Paradoxes
New and Continuing Mkoij. Be the first to ask a question about Global Marketing and Advertising. To ask other readers questions about Global Marketing and Advertisingplease sign up. Return to Book Page. Product details Format Paperback pages Dimensions x x Marieke de Mooij, Ph. The Best Books of The Paradoxes In Global Marketing Communications The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, global markets are products Focus on a unique individual Globalization Convergence and divergence of consumer behavior The global-local dilemma in global marmeting Global communities Global or local?
I really wasn’t expecting this much.
Books by Marieke de Mooij. Netherlandsis 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.
Check out the top books of the year on our page Best Books of The country-of-origin appeal Why humor marieoe travel Chapter Goodreads helps you keep track of books you want to read. Sander Janssens rated it really liked it Apr 05, However I didnt find it critical enough since she just accepts other scientists theories that culture is a big influencing base-factor and thats that.
Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij
Thanks for telling us about the problem. Global products, global marketing communications Stage 2: My library Help Advanced Book Search.
Kasia rated it it was amazing Dec 28, Becky Hayes rated it really liked it Jun 30, Account Options Sign in. Values and Culture The value concept Values are enduring The value paradox: She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
About Marieke de Mooij. Easy to read and does not require too much previous knowledge of the subject. Dina rated it really liked it Sep 29, Understanding Cultural Paradoxes by Marieke de Mooij.
Global Marketing and Advertising: Local products, local marketing communications Appendix A: Netherlandsis 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.
Maarieke standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Offering a mix of theory and advertisnig applications, it reviews global branding strategies, classification models of culture, and the cons Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications.
Global Marketing and Advertising: Understanding Cultural Paradoxes
Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: Visit our Beautiful Books page and find lovely books for kids, photography lovers and more.
Mariella Alles rated it liked it Apr 09, Account Options Sign in. Antu rated it liked it May 25, One brand, One advertising form, and Standard execution One brand, one form, varying standard executional elements One or different brand names, one advertising form, different executions One or different brand names, one concept, different executions based on culture-fit advertising styles Cultural segmentation: Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third 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.