Global Marketing and Advertising is popular PDF and ePub book, written by Marieke de Mooij in 2018-10-27, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Global Marketing and Advertising can be Read Online from any device for your convenience.
Global Marketing and Advertising Book PDF Summary
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 author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s 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 online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Detail Book of Global Marketing and Advertising PDF
- Author : Marieke de Mooij
- Release : 27 October 2018
- Publisher : SAGE
- ISBN : 9781526453518
- Genre : Business & Economics
- Total Page : 582 pages
- Language : English
- PDF File Size : 12,8 Mb
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