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Global marketing & advertising : und...

Mooij, Marieke K. de (1943-)

Global marketing & advertising : understanding cultural paradoxes

紀錄類型:	書目-語言資料,印刷品 : 單行本
副題名:	understanding cultural paradoxes
作者:	MooijMarieke K. de, 1943-
出版地:	Los Angeles
出版者:	SAGE;
出版年:	2019
版本:	5th ed.
面頁冊數:	xx, 488 p.ill. : 24 cm.;
標題:	Target marketing - Cross-cultural studies -
標題:	Advertising - Cross-cultural studies -
標題:	Consumer behavior - Cross-cultural studies -
附註:	Previous edition: 2014
摘要註:	"Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The authorhelps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the companys mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models, more examples from major regions and countries from around the world, Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour. A range of on
ISBN:	9781544318141

Global marketing & advertising : understanding cultural paradoxes
Mooij, Marieke K. de

Global marketing & advertising : understanding cultural paradoxes / Marieke de Mooij - 5th ed.. - Los Angeles : SAGE, 2019. - xx, 488 p. ; ill. ; 24 cm..
Previous edition: 2014Includes bibliographical references and index.
ISBN 9781544318141
Target marketingAdvertisingConsumer behavior -- Cross-cultural studies -- Cross-cultural studies -- Cross-cultural studies

Global marketing & advertising : understanding cultural paradoxes
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