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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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. New and Continuing Features: The Best Books of Check out the top books of the axvertising on our page Best Books of Product details Format Paperback pages Dimensions x x Looking for beautiful books?
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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 or local?
The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company’s brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: Values and Culture Marketibg value concept Values are enduring The value paradox: 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: 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 mioij 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: 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 omoij Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: 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: Logo, product, package and retail design Chapter 8: Culture and the Media An ever changing media landscape Media markefing across cultures Television IPTV Radio Press media The mobile phone The world-wide web E-commerce Search marketing The social and entertainment roles of the internet Social networks The blog Internet advertising Ad format acceptability and effectiveness Viral marketing Online video advertising Mobile marketing and advertising Will the worldwide web facilitate standardization?
The organization of international media planning Chapter 9: The country-of-origin appeal Why humor doesn’t travel Chapter Executional Style and Culture Classifications of advertising forms Seven basic advertising forms worldwide Announcement Association transfer Lesson Drama Entertainment Imagination Special effects Relationship basic form, culture and product category Chapter Product usage and brand image Product usage Brand image Internal aspects: One product or brand, adveritsing Semi-standardized: 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: Global products, global marketing communications Stage 2: Global products, adapted marketing communications Stage 3: Local products, local marketing communications Appendix A: Data sources Index About the author show more.
I really wasn’t expecting this advdrtising. Everything is so beautiful. The discussion questions and practice exam are great.
Global Marketing and Advertising : Marieke de Mooij :
These supplements will really improve my class. Von Der Haar show more.
Review quote Excellent choice for my combined class of undergraduate and graduate students. Netherlandsis a consultant in cross-cultural communications, as well as a retired profesora associada advertisinv 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. Book ratings by Goodreads. Goodreads is the world’s largest site for readers with over 50 million reviews.
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