Marieke de Mooij paradoxes international marketers are likely to encounter, Global Marketing and Advertising offers a mix of theory and practical applications . Buy Global Marketing and Advertising: Understanding Cultural Paradoxes Third by Marieke de Mooij (ISBN: ) from Amazon’s Book Store. Buy Global Marketing and Advertising: Understanding Cultural Paradoxes Fourth by Marieke de Mooij (ISBN: ) from Amazon’s Book Store.
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Global Marketing and Advertising : Marieke de Mooij :
User Review – Flag as inappropriate http: Values and Culture The value concept Values are enduring The value paradox: We’re featuring millions of their reader ratings on our book pages to help you find your new favourite book. The discussion questions and practice exam are great.
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. She is the author of several academic gllbal on the influence of culture on marketing and advertising.
Instructor Resources on a password-protected Web site at www. Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don’t translate Measuring cultural values Measuring the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Global Marketing and Advertising: I really wasn’t expecting this much.
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: Book ratings by Goodreads. 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.
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Global Marketing and Advertising is intended for use in courses in International or Global Gloabl and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies. Marieke de Mooij, Ph.
Goodreads is the world’s largest site for readers with over 50 million reviews. The country-of-origin appeal Why humor doesn’t travel Chapter These supplements will really improve my class.
Other editions – View all Global Marketing and Advertising: 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.
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Description Packed with cultural, company, and country examples that help explain the paradoxes international marketers are asvertising to encounter, Global Marketinh 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.
Other editions – View all Global Marketing and Advertising: Global Marketing and Advertising: New and Continuing Features: Persuasion of likeability How advertising works The hierarchy of effects High- and low involvement Visuals in advertising Appreciation of advertising in general Public relations Web site design Design: Executional Style and Culture Classifications of advertising forms Seven basic advertising forms worldwide Announcement Association advertiwing Lesson Drama Entertainment Imagination Special effects Relationship basic form, culture and product category Chapter Looking for beautiful books?
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 Mpoij and divergence of consumer behavior The global-local dilemma in global marketing Global communities Global or local?
She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
Davertising 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: 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.
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