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Item:386544824321Global Marketing and Advertising : Understanding Cultural Paradoxes, Hardcove.... Global Marketing and Advertising : Understanding Cultural Paradoxes, Hardcover by de Mooij, Marieke, ISBN 1529732492, ISBN-13 9781529732498, Brand New, Free shipping in the US <p>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.</p> <p><br> 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.<br> <br> Updates to the new edition include:</p> <ul> <li>Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. </li> <li>More examples from major regions and countries from around the world.</li> <li>Broader background theory on how people use social media and extensive coverage of consumer behavior</li> </ul> <p> </p> <p>A range of online instructor resources complement th, including advertising images from th, chapter-specific questions and key points, and video examples of advertising from around the world.</p>
Condition:Brand New
Book Title:Global Marketing and Advertising : Understanding Cultural Paradox
ISBN:9781529732498
Publication Year:2021
Type:Textbook
Format:Hardcover
Language:English
Publication Name:Global Marketing and Advertising : Understanding Cultural Paradoxes
Author:Marieke De Mooij
Item Length:9.1in
Publisher:SAGE Publications, The Limited
Item Width:7.3in
Item Weight:39.4 Oz
Number of Pages:528 Pages
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