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GLOBAL MARKETING & ADVERTISING

Understanding Cultural Paradoxes

AUTHOR :
Marieke de Mooij

PUBLICATION YEAR :
©️2022

CATEGORY :
HARDCOPY

ISBN :
9781529732504

CALL NUMBER :
HF5415.127 .M66 2022

DETAILS

International Standard Book Number (ISBN)

9781529732504; paperback

Cataloging Source

UiTM; eng; rda

Local Call Number

HF5415.127; .M66 2022

Main Entry - Personal Name

Mooij, Marieke de

Title Statement

GLOBAL MARKETING & ADVERTISING; Understanding Cultural Paradoxes; Marieke de Mooij

Edition Statement

6th EDITION

Production, Publication, Distribution, Manufacture, and Copyright Notice

London; Sage Publications Ltd; 2022; ©️2022

Physical Description

xxi, 504 pages; illustrations; 23 cm

Content Type

text; rdacontent

Media Type

unmediated; rdamedia

Carrier Type

volume; rdacarrier

Bibliography, Etc. Note

Includes bibliographical references and index

Summary, Etc.

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 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.

Subject Added Entry - Topical Term

Advertising; Advertising Cross-cultural studies; Business and Management; Cibles (Marketing) Études transculturelles; Consommateurs Comportement Études; Transculturelles; Consumer behavior; Consumer behavior Cross-cultural studies; Cross-cultural studies; Interculturele communicatie; Marketing; Target marketing; Target marketing Cross-cultural studies

Record ID

991036

Holdings In Library UiTM

#	LOCATION	ACCESSION NO.	SMD	TYPE	STATUS
1	UiTM Johor PTDI KAMPUS PASIR GUDANG	333291947	OPEN SHELVE	BOOKS	SHELF


1# LOCATION: UiTM Johor PTDI KAMPUS PASIR GUDANG ACCESSION NO:333291947 SMD DESC:BOOKS TYPE: OPEN SHELVE STATUS: SHELF

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