Global Marketing and Advertising: Understanding Cultural Paradoxes

Global Marketing and Advertising: Understanding Cultural Paradoxes by de Mooij, Marieke. paperback edition. ISBN: 9781452257174.

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising 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. Now in its Fourth Edition, this text offers updated information and findings from recent studies, as well as new topics including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior. It compares theories of human communication in the major world regions and the age-old philosophies on which these are based, and helps readers better understand the connection of personal and mass communication within the digital media world.