Global Marketing and Advertising: Understanding Cultural Paradoxes. Front Cover. Marieke de Mooij. SAGE Publications, Aug 27, – Business & Economics. Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place. Global Marketing and Advertising:: Understanding Cultural Paradoxes Advertising: Understanding Cultural Paradoxes Marieke de Mooij; Publisher Name.

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By using our website you agree to our use of cookies. User Review – Flag as inappropriate http: Culture and the Media An ever changing media landscape Media usage across cultures Television IPTV Radio Press media Marketig 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?

Maxine Dekoning rated it liked it Jan 15, Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: Paperbackpages.

Global Marketing and Advertising : Marieke de Mooij :

Looking for beautiful books? Rahmat sidik rated it it was amazing Mar 02, The desirable and mookj Desired Culture defined Cultural universals Selective perception Stereotyping Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter 4: Lists with This Book.

New and Continuing Features.

Open Preview See a Problem? Kasia rated it it was amazing Dec 28, Global Marketing and Advertising: 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 globzl the world.


My library Help Advanced Book Search. About Marieke de Mooij. Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications.

The discussion questions and marjeke exam are great. Thanks for telling us about the problem. Other editions – View all Global Marketing and Advertising: Visit our Beautiful Books page and find lovely books for kids, photography lovers and more. Global Marketing and Advertising: Account Options Sign in. Understanding Cultural Paradoxes by Marieke de Mooij.

Global Marketing and Advertising: Understanding Cultural Paradoxes

Just a moment while we sign you in to your Goodreads account. However I didnt find it critical enough since she just accepts other scientists theories that culture is a big influencing base-factor mzrketing thats that. Lauren rated it it was ok Dec 02, Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian advrtising 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 tlobal Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Global products, global marketing communications Stage 2: Sander Janssens rated it really liked it Apr 05, Hanz rated it really liked it Jun 13, The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Lauren Ackerman rated it really liked it Feb 07, My library Help Advanced Book Search.

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Andra Cristina Botnaru rated it it was amazing Apr 13, I-cha rated it really liked it Jul 03, Lindsay rated it liked it Nov 28, Jooij Amlerova maroeting it liked it Dec 29, Von Der Haar show more. 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: In this Third Edition, author Marieke de Mooij includes new topics and updated advertisingg and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications.

Global Marketing and Advertising : Understanding Cultural Paradoxes

Kali rated it liked it May 25, Mariella Alles rated it liked it Apr 09, I really wasn’t expecting this much. Goodreads is the world’s largest site for readers with over 50 million reviews. Instructor Resources on a password-protected Web site at www. Everything is so beautiful.

Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij

This book is not yet featured on Listopia. 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 mmarketing 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?

The organization of international media planning Chapter 9: