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Global Marketing and Advertising


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Table of Contents

Chapter 1: The Paradoxes in Global Marketing Communications Chapter 2: Global Branding Chapter 3: Values and Culture Chapter 4: Dimensions of Culture Chapter 5: Culture and Consumer Behavior Chapter 6: Researching and Applying Cultural Values Chapter 7: Culture and Communication Chapter 8: Culture and Media Chapter 9: Culture and Advertising Appeals Chapter 10: Culture and Executional Style Chapter 11: From Value Paradox to Strategy

About the Author

Marieke de Mooij, Ph.D. (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.


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. The 5th edition continues the tradition as a fabulous learning tool and resource for undergraduate and graduate students as well as any leader managing across cultures. Eager to learn key cultural factors impacting campaigns, readers are provided with conceptual definitions, tools to assess cultural variations, and multiple global brand examples to build understanding, solidify knowledge and allow for future application.

-- Carrie La Ferle
Now in its 5th edition, Marieke de Mooij's seminal book continues to be a guiding light for students, scholars, and practitioners of global marketing and advertising. Thoroughly grounded in the latest cutting-edge academic research, it bridges the gap between marketing and advertising theory and practice by inserting the missing link of culture.
I have been using earlier editions of the book to great effect in my undergraduate and graduate classes which consist of a culturally mixed audience of students from the East and West. Time and again my students' positive reactions to the book's contents, combined with my own experience of living and working in Japan, convince me that de Mooij is onto something important. Twenty years since the first edition of the book, marketing professionals may be finally beginning to heed de Mooij's cross-cultural marketing gospel.....or ignore it at their own peril. -- Carolus Praet

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