GLOBAL MARKETING AND ADVERTISING MARIEKE DE MOOIJ PDF

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 by Marieke de Mooij

She is the author of several academic publications on the influence of culture on marketing and advertising. John rated it really kooij it Jan 20, Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well narieke a structure of how to apply this knowledge to the management of global branding and marketing communications. Home Contact Us Help Free delivery worldwide.

Be the first to ask a question about Global Marketing and Advertising. One product or brand, display Semi-standardized: The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: 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: Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications.

Global Marketing and Advertising: Understanding Cultural Paradoxes

Culture and Consumer Behavior Consumer behavior Consumer attributes The concept of self Personality Personality traits Identity and image Personality and identity in marketing Attitude Lifestyle Social processes Needs Motivation Buying motives Emotion Emotions in advertising Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information processing Decision making Consumer decision making styles Business decision making Consumer behavior domains Product acquisition, ownership and usage Complaining behavior Brand loyalty Diffusion of innovations Chapter 6: Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising by Marieke de Mooij 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.

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Hanz rated it really liked it Jun 13, 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. In this Third Edition, 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.

Easy to read and does not require too much previous knowledge of the subject. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. Sander Janssens rated it really liked it Apr 05, Description 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.

These supplements will really improve my class. Check out the top books of the year on our page Best Books of The desirable and the Desired Culture defined Cultural universals Selective perception Stereotyping Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter 4: Global products, adapted marketing communications Stage 3: My library Help Advanced Book Search.

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She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. She is the author of several academic publications on the influence of culture on marketing and advertising.

Global Marketing and Advertising : Understanding Cultural Paradoxes

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 marketing Global communities Global davertising local? Values and Culture The value concept Values are enduring The value paradox: Alex de Carvalho rated it it was amazing Feb 26, Global products, global marketing communications Stage 2: Other editions – View all Global Marketing and Advertising: Joris Van rated it it was amazing Aug 16, 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.

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Account Options Sign in. Nice idea behind the book: Open Preview See a Problem? In this Third Edition, 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.

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Mariella Alles rated it liked it Apr 09, Logo, product, package and retail design Chapter 8: Jun 17, Sandra rated it liked it. Marrketing country-of-origin appeal Why humor doesn’t travel Chapter Goodreads is the world’s largest site for readers with over 50 million reviews. Antu rated it liked it May 25,