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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments.
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. Includes discussion of how Covid-19 has impacted globalization.
- More examples from major regions and countries from around the world.
- Broader background theory on how people use social media and extensive coverage of consumer behavior
A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Table des matières
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 the Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy
Chapter 12: Appendices
A propos de l’auteur
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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