GLOBAL MARKETING AND ADVERTISING DE MOOIJ PDF

  • June 24, 2019

Marieke de Mooij paradoxes international marketers are likely to encounter, Global Marketing and Advertising offers a mix of theory and practical applications . Buy Global Marketing and Advertising: Understanding Cultural Paradoxes Third by Marieke de Mooij (ISBN: ) from Amazon’s Book Store. Buy Global Marketing and Advertising: Understanding Cultural Paradoxes Fourth by Marieke de Mooij (ISBN: ) from Amazon’s Book Store.

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Netherlandsis a consultant in cross-cultural communications, as well as a retired profesora anv of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world.

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New and Continuing Features. Persuasion of likeability How advertising works The hierarchy of effects High- and low involvement Visuals in advertising Appreciation of advertising in general Public relations Web site design Design: Von Der Haar show more.

Global Marketing and Advertising : Understanding Cultural Paradoxes

She has molij authored books on culture and consumer behavior as well as culture and communication theory worldwide. The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: We use cookies to give you the best possible experience.

My library Help Advanced Book Search. She is the author of several academic publications on the influence of culture on marketing and advertising.

Visit our Beautiful Books page and find lovely books for kids, photography lovers and more. Local products, local marketing communications Appendix A: These supplements will really improve my class. Global Marketing and Advertising: Account Options Sign in.

Global Marketing and Advertising is intended mar,eting 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 agencies. Other editions – View all Global Marketing and Advertising: Global products, global marketing communications Stage 2: Looking for beautiful books?

New and Continuing Features: Book ratings by Goodreads. Other editions – View all Global Marketing and Advertising: The Paradoxes In Global Marketing Communications The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, global markets are products Focus on a unique individual Globalization Convergence and divergence of consumer behavior The global-local dilemma in global marketing Global communities Global or local?

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Global Marketing and Advertising : Marieke de Mooij :

Culture and Consumer Behavior Consumer behavior Consumer attributes The concept of self Personality Personality traits Identity and image Personality and identity in marketing Attitude Lifestyle Social processes Needs Motivation Buying globa Emotion Advertisin in advertising Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information mooi Decision making Consumer decision making styles Business decision making Consumer behavior domains Product acquisition, ownership and usage Complaining behavior Brand loyalty Diffusion of innovations Chapter 6: Logo, product, package and retail design Chapter 8: The desirable and the Desired Culture defined Cultural universals Selective perception Marketinf Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing gllbal Comparing nations Chapter 4: One brand, One advertising form, and Standard execution One brand, one form, varying standard executional elements One or different brand names, one advertising form, different executions One or different brand names, one concept, different executions based on culture-fit advertising styles Cultural segmentation: The organization of international media planning Chapter 9: Global Marketing and Advertising: The country-of-origin appeal Why humor doesn’t travel Chapter One product or brand, display Semi-standardized: Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third Edition, 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.

In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management glohal global branding and marketing communications.

Data sources Index About the author show more. Account Options Sign in. Description Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third Edition, 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.

In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications. By using our website you agree to our use of cookies. Netherlandsis 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.

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Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don’t translate Measuring cultural values Measuring the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Review quote Excellent choice for my combined class of undergraduate and graduate students.

The Best Books of I really wasn’t expecting this much. Culture and the Media An ever changing media landscape Media usage across cultures Television IPTV Radio Press media The mobile phone The world-wide web E-commerce Search marketing The social and entertainment roles of the internet Social networks The blog Internet advertising Ad format acceptability and effectiveness Viral marketing Online video advertising Mobile marketing and advertising Will the worldwide web facilitate standardization?

Product details Format Paperback pages Dimensions x x She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide. Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company’s brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: Executional Style and Culture Classifications of advertising forms Seven basic advertising forms worldwide Announcement Association transfer Lesson Drama Entertainment Imagination Special effects Relationship basic form, culture and product category Chapter Global products, adapted marketing communications Stage 3: We’re featuring millions of their reader ratings on our book pages to help you find your new favourite book.

Product usage and brand image Product usage Brand image Internal aspects: Values and Culture The value concept Values are enduring The value paradox: Marieke de Mooij, Ph.