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

Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the cons Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications.

She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. 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. The Best Books of The organization of international media planning Chapter 9: Chad Cowgill rated it liked it Jul 27, Global Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies.


Looking for beautiful books? Global Marketing and Advertising: Joris Van rated it it was amazing Aug 16, Dina rated it really liked it Sep 29, Refresh and try again. Check out the top books of the year on our page Best Books of About Marieke de Mooij. New and Continuing Features: She is the author of several academic publications on the influence of culture on marketing and advertising.

Global Marketing and Advertising : Marieke de Mooij :

She is the author of several academic publications on the influence of culture on marketing and advertising. Kasia rated it it was amazing Dec 28, I really wasn’t expecting this much. Book ratings by Goodreads. However I didnt find it critical enough since she just accepts other scientists theories that culture is a big influencing mpoij and thats that.

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 mmarieke 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 adverttising innovations Chapter 6: Return to Book Page.

Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij

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Account Options Sign in. Tom rated it really liked it Sep 15, 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.

Logo, product, package and retail design Chapter 8: Global Marketing and Advertising: Jun 17, Sandra rated it liked it. Antu rated it liked it May 25, Global Marketing and Advertising: 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?

I-cha rated it really liked it Jul 03, Everything is so beautiful.