Global Marketing and Advertising

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"Marieke de Mooij's new book, Global Marketing and Advertising, is a wonderful addition to the sparse literature on cross-cultural communication, specifically advertising. Hernotion of the 'global-local paradox'is an important contribution both to the analysis of the situational demands of cross-cultural communication but also, and more important, to the planning of international advertising message strategies."
—Sandra Moriarty University of Colorado
"War/e/(e de Mooij has grown to become one of the world's pioneers in the field of culture and marketing. She brought along a thorough experience base in advertising, a sound knowledge of foreign languages, extensive travel experience, and the ability to empathize with people in different parts of the world. In this book she applies her insights into marketing and into culture, using state-of-the-art literature for both, and her direct hands-on research into advertising practices in different countries. Her comparison of TV... Tovább

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0
"Marieke de Mooij's new book, Global Marketing and Advertising, is a wonderful addition to the sparse literature on cross-cultural communication, specifically advertising. Hernotion of the 'global-local paradox'is an important contribution both to the analysis of the situational demands of cross-cultural communication but also, and more important, to the planning of international advertising message strategies."
—Sandra Moriarty University of Colorado
"War/e/(e de Mooij has grown to become one of the world's pioneers in the field of culture and marketing. She brought along a thorough experience base in advertising, a sound knowledge of foreign languages, extensive travel experience, and the ability to empathize with people in different parts of the world. In this book she applies her insights into marketing and into culture, using state-of-the-art literature for both, and her direct hands-on research into advertising practices in different countries. Her comparison of TV commercials from different countries is a contribution to anthropology as much as to marketing. TV commercials may well be to people of the late 20th century what folk myths were in the past."
—from the Foreword by Geert Hofstede
Cultural diversity Influences marketing and advertising at all levels: consumer behavior, research methodology, philosophies of how advertising works, advertising strategy, concept, and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, to be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
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.
ISBN 0-8039-5969-9 hardcover ISBN 0-8039-5970-2 paperback
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