Über den Autor
Marieke de Mooij, Ph.D. (Netherlands), is 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. 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.
Foreword by Geert Hofstede
Preface to the Fourth Edition
Summary of the Book
1. The Paradoxes in Global Marketing Communications
2. Global Branding
3. Values and Culture
4. Dimensions of Culture
5. Culture and Consumer Behavior
6. Researching and Applying Cultural Values
7. Culture and Communication
8. Culture and the Media
9. Culture and Advertising Appeals
10. Culture and Executional Style
11. From Value Paradox to Strategy
Appendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2011, for 66 Countries
Appendix B: Data Sources
About the Author
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Fourth 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.
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.
Includes coverage of topics such as global public relations, culture and the media, and culture and the Internet, along with extensive coverage of consumer behavior
Helps companies define cross cultural segments to better target consumers across cultures
Shows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy
Includes both recent and classic advertising examples from various parts of the world
Demonstrates the centrality of value paradoxes to cross cultural marketing communications
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
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.