Global marketing and advertising understanding cultural paradoxes
Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's appli...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, CA
SAGE
1997
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| 008 | 150818 1997 caua bi 000 0 eng d | ||
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| 090 | |a HF 5415.127 |b .M66 1997 | ||
| 100 | 1 | |a Mooij, Marieke K. de |d 1943- | |
| 245 | 1 | 0 | |a Global marketing and advertising |b understanding cultural paradoxes |c Marieke de Mooij |
| 260 | |a Thousand Oaks, CA |b SAGE |c 1997 | ||
| 300 | |a xx, 316p. |b ill. |c 24 cm | ||
| 504 | |a Includes bibliographical references and index | ||
| 505 | 0 | |a 1. The Paradoxes in Global Marketing Communications -- 2. The Global-Local Paradox -- 3. Culture -- 4. Dimensions of Culture -- 5. Values and Marketing -- 6. Culture and Consumer Behavior -- 7. Culture and How Advertising Works -- 8. Value Paradoxes in Advertising Appeals -- 9. Cross-Cultural Advertising Research -- 10. Executional Style and Culture -- 11. Advertising Styles -- 12. From Value Paradox to Strategy. | |
| 520 | |a Global Marketing and Advertising describes the characteristics of a global brand, how advertising adds value to brands, the concept of culture and culture's consequences for values and motivation in advertising, and how culture influences perception of advertising. Marieke de Mooij's application of Geert Hofstede's 5-D model to marketing and advertising is an essential theme of this book. | ||
| 650 | 0 | |a target marketing |x Cross-cultural studies | |
| 650 | 0 | |a Advertising |x Cross-cultural studies | |
| 650 | 0 | |a Consumer behavior |x Cross-cultural studies | |
| 999 | |a vtls000008711 |c 8245 |d 8245 | ||