Global Marketing and Advertising PDF
By:Marieke de Mooij
Published on 2018-10-01 by SAGE
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 to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet. Global examples, with new cases from countries in Asia and Africa Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior. A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world. Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.
This Book was ranked at 5 by Google Books for keyword Consumer Behaviour.
Book ID of Global Marketing and Advertising's Books is ACxUDwAAQBAJ, Book which was written byMarieke de Mooijhave ETAG "45E6XJ/KHyo"
Book which was published by SAGE since 2018-10-01 have ISBNs, ISBN 13 Code is 9781526453518 and ISBN 10 Code is 1526453517
Reading Mode in Text Status is true and Reading Mode in Image Status is true
Book which have "512 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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