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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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Bibliographic Details
Main Author: Mooij, Marieke K. de 1943-
Format: Book
Language:English
Published: Thousand Oaks, CA SAGE 1997
Subjects:
target marketing > Cross-cultural studies
Advertising > Cross-cultural studies
Consumer behavior > Cross-cultural studies
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Table of Contents:
  • 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.

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