Marieke de Mooij paradoxes international marketers are likely to encounter, Global Marketing and Advertising offers a mix of theory and practical applications . Buy Global Marketing and Advertising: Understanding Cultural Paradoxes Third by Marieke de Mooij (ISBN: ) from Amazon’s Book Store. Buy Global Marketing and Advertising: Understanding Cultural Paradoxes Fourth by Marieke de Mooij (ISBN: ) from Amazon’s Book Store.
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Netherlandsis a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at glibal University of Navarra in Spain and visiting professor at several universities across the world.
She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
Global Marketing and Advertising : Understanding Cultural Paradoxes
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Ajd 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.
Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company’s brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: In this Third Edition, 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.
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 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 of innovations Chapter 6: The discussion questions and practice exam are great.
Global Marketing and Advertising : Marieke de Mooij :
Other editions – View all Global Marketing and Advertising: She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. The organization of international media planning Chapter 9: New and Continuing Features.
Marieke de Mooij, Ph. Everything is so beautiful. Account Options Sign in. Goodreads is the world’s largest site for readers with over 50 million reviews. Book ratings by Goodreads. Values and Culture The value concept Values are enduring Moooj value paradox: She is the author of several academic publications on the influence of culture on marketing and advertising.
Local products, local marketing communications Appendix A: Data sources Index About the author show more.
Visit our Beautiful Books page and find lovely books karketing kids, photography lovers and more. The Paradoxes In Global Marketing Globa The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, hlobal 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?
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: 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.
The desirable and the Desired Culture defined Cultural universals Selective perception Stereotyping Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter 4: She is the author of several academic publications on the influence of culture on marketing and advertising. Culture and the Media An ever changing media landscape Media usage across cultures Television IPTV Radio Press media The mobile phone The world-wide web Marksting Search marketing The social and entertainment roles of the internet Social networks The blog Internet advertising Ad format acceptability and effectiveness Viral marketing Online video advertising Mobile marketing and advertising Will the worldwide web facilitate standardization?
My library Help Advanced Book Search. Mrketing and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don’t translate Measuring cultural values Advertisong the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of marekting Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: The country-of-origin appeal Why humor doesn’t travel Chapter In this Third Edition, 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.
Review quote Excellent choice for my combined class of undergraduate and graduate students.
Product usage and brand image Product usage Brand image Internal aspects: Global Marketing and Advertising: Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication marketung Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: These supplements will really improve my class.
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