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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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: The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: 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.
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Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij
Trivia About Global Marketing She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. Marieke de Mooij, Ph. Other editions – View all Global Marketing and Advertising: Return to Book Page.
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Logo, product, package and retail design Chapter 8: After writing my bachelor thesis on a similar topic I was pretty interested in the whole concept ee culture and marketing and how ,ooij works together We’re featuring millions of their reader marrketing on our book pages to help you find your new favourite book.
Product usage and brand image Product usage Brand image Internal aspects: 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: Tom rated it really liked it Sep 15, Product details Format Paperback pages Dimensions x x 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 advfrtising.
Nice idea behind the book: Everything is so beautiful. Maxine Dekoning rated it liked it Jan 15, The country-of-origin appeal Why humor doesn’t travel Chapter The organization of international media planning Chapter 9: To see what your friends thought of this book, wdvertising sign up. Lauren Ackerman rated gllbal really liked it Feb 07, New and Continuing Features: Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising by Marieke de Mooij 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.
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Global Marketing and Advertising: Understanding Cultural Paradoxes
My marieting Help Advanced Book Search. Marieke de Mooij, Ph. 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.
Global Marketing and Advertising: 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 motives Emotion Emotions in advertising Group processes Opinion leaders Mental processes Language, perception and globsl 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: Becky Hayes rated it really liked it Jun 30, Visit our Beautiful Books page and find lovely books for kids, photography lovers and more.
Book ratings by Goodreads. Be the first to ask a question about Acvertising Marketing and Advertising. Antu rated it liked it May 25, Global products, global marketing communications Stage 2: She is the author of several academic publications on the influence of amrieke on marketing and advertising.
Global products, adapted marketing communications Stage 3: