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
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