Global Marketing and Advertising: Understanding Cultural Paradoxes ebook

by Marieke de Mooij

Marieke de Mooij Marketing and Sales English

Paradox 3 The Technology Paradox 3 The Media Paradox 4 Paradoxes in Global Marketing Theory 4 Local Markets Are People, Global Markets Are Products 5 Focus on a Unique Individual 6 Globalization 6 Convergence and Divergence of Consumer Behavior 7 The Global-Local Dilemma in Global Marketing 11 Global Communities 11 Global or Local? .

Request PDF On Jan 1, 2009, M K De Mooij and others published Global Marketing and Advertising .

Global Marketing and Advertising is intended for use in courses in International or Global Marketing and .

Global Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising a. New and Continuing Features.

Marieke de Mooij, P. Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

A more specialized book is Consumer Behavior and Culture

A more specialized book is Consumer Behavior and Culture. A book on communication theory around the world is published by Springer International (2014): Human and Mediated Communication around the World.

Global Marketing and Advertising book. Start by marking Global Marketing and Advertising: Understanding Cultural Paradoxes as Want to Read: Want to Read savin. ant to Read. Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world

Marieke de Mooij, P. Política de opiniones. Información adicional.

Global Marketing and Advertising is an essential book for anyone in the field of advertising, whether .

Global Marketing and Advertising is an essential book for anyone in the field of advertising, whether global or local in focus. Students, scholars, and practitioners will have their eyes opened to cultural differences, never before noticed, greatly impacting the success or failure of marketing and advertising practices.

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CROSS-CULTURAL ADVERTISING. The essence of successful advertising is to convince people that a product is meant for them. Paradoxes, K. de Mooij Marieke. 2. Herbig P. Handbook of cross-cultural marketing, The USA. Routledge.

Cultural diversity influences marketing and advertising at all levels: consumer behaviour, 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, that can 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 adv

Moswyn

The book itself is fine. The problem I'm facing is navigating through the pages, especially skipping to different chapters. MOST of the time, the book freezes, does not respond, and I am forced to close out and reopen it. Once reopened, it takes three to four tries to go to the chapter that I wish to read. When I access this on my laptop, it's a little easier to navigate, but it's still a bit annoying to not be able to scroll normally, only page by page, and it's slow loading.
In normal books, this usually isn't a problem because you read it all the way through once. For a college textbook, since flipping back and forth throughout the book is crucial, it becomes a problem. I am studying online at a university in the US from Brazil in order to be with my father through some difficult times this semester. This means the eTextbook is my lifeline. I don't have access to physical books, and I don't have other students who could help me the way they could in a traditional classroom setting. So far, I have been able to get by studying for the exams, but the added pressure of not knowing if my book will open doesn't help!
Compared to the other eTextbook I have on Chegg, this is not a good layout.

Mpapa

not a must buy for educational material!

Kieel

This was probably translated from Dutch, so the writing gets choppy, but the real point is de Mooij isn't sure if she's an academic or practitioner. Treat the book as a textbook and skim the ponderous arguments and weak examples.

I'd suggest googling her papers instead, they get at most of the points and are much shorter.

Most annoyingly, de Mooij doesn't really question western marketing practice in a useful way, just points out that everything comes from an Anglosaxon/western perspective but doesn't suggest what to do instead.

Windforge

Good book and good service! Thank you

GoodLike

good condition taking into account the price

Goll

De Mooij writes with high diction and covers a lot of ground, but some of the topics are outdated by 10-15 years and reading the last chapter provides a good summary of the main points.

Skrimpak

As a student, this book has so far proven to be a waste of my time and money. The sentences are choppy, especially when cultures are compared, making the points/arguments hard to distinguish. I also get a sense of underlying opinion from the author on certain cultures, whether or not they are true to fact, make me skeptical of the validity of this textbook. It's ironic that the Foreword suggests that the rationality of texts are the rationality of the producer and yet Mooij makes sweeping generalizations about different cultures, where culture today is significantly more complex than suggested by it's geographical borders. Because this text is a bit old and seemingly outdated, I'll give it a pass. But in terms of improved understanding for cultures, I'm at a loss.

If you're a student, don't purchase this book. I suggest (as the previous reviewer suggested) searching reports published by Mooij and conducting your own research on main points/definitions for additional information.

This book review is on a 'titre personnel" basis.
I enjoyed the international advertising course which Marieke gave at Universidad de Navarra in 1997. As a teacher she is very capable of communicating the importance and urgency of this diverse and complex subject: managing marketing communications and brands within the outer/ and inner spheres of market cultures. Marieke applies the 5 dimensional model of G.Hofstede to illustrate and diferentiate a clear and full colour image of cultures and values. Being dutch myself, I recognise both the theory of Hofstede, but also the paradoxes Marieke has found. Intrigueing phenomena such as Japanese business success and collectivism, such as status and success in feminine cultures etc etc are often raising eyebrows, and not seldomly at highbrow corporate levels.
Cultural understanding, I have learnt, is possible only after understanding one's own culture, and a commitment to learn about the other culture, not matching it with your own. Marieke does this very well, she places anecdotes and case-studies is an objective setting, viewing it with an uncoloured microscope. She has added theory, academic research and good practice to make this book complete.
This book, for me, is one of the few great books on international (intercultural) marketing communications (and brand management).