Global Marketing And Advertising: Understanding Cultural Paradoxes

Tác giả: Marieke de Mooij | Xem thêm các sản phẩm Marketing - Sales của Marieke de Mooij
Global Marketing And Advertising: Understanding Cultural Paradoxes Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering...
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Giới thiệu Global Marketing And Advertising: Understanding Cultural Paradoxes

Global Marketing And Advertising: Understanding Cultural Paradoxes

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.

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 to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.

Updates to the new edition include:

- 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.
- More examples from major regions and countries from around the world
- Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour

A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Giá sản phẩm trên Tiki đã bao gồm thuế theo luật hiện hành. Tuy nhiên tuỳ vào từng loại sản phẩm hoặc phương thức, địa chỉ giao hàng mà có thể phát sinh thêm chi phí khác như phí vận chuyển, phụ phí hàng cồng kềnh, ...


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Thông tin chi tiết

Công ty phát hànhSage Publication Ltd
Nhà xuất bảnSAGE Publications Ltd
ISBN-139781544318141
SKU1131946370656
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