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Global Marketing Advertising: Understanding Cultural Paradoxes

De Mooij, Marieke.

Verlag: Sage Publications, Thousand Oaks, CA, 1998
ISBN 10: 0803959699 / ISBN 13: 9780803959699
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Titel: Global Marketing Advertising: Understanding ...

Verlag: Sage Publications, Thousand Oaks, CA

Erscheinungsdatum: 1998

Einband: hardcover

Zustand: Very Good


VG Hardback with laminated boards, no dust jacket as issued. xx + 316p. Buchnummer des Verkäufers 085409

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Inhaltsangabe: `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.

Über den Autor: 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.

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