Netherlands , Doctor in Communications, is a retired professor of international advertising at the University of Navarre Spain , a consultant in cross cultural communications, and has been visiting professor at various universities around the world. She is the author of several publications on the influence of culture on marketing and advertising and communications. A more specialized book is Consumer Behavior and Culture. A book on communication theory around the world is published by Springer International : Human and Mediated Communication around the World.
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Sander Janssens rated it really liked it Apr 05, To ask other readers questions about Global Marketing and Advertisingplease sign up. Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij 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?
Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure advertislng how to apply this knowledge to the management of global branding and marketing communications. 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: Visit our Beautiful Books page and find lovely books for kids, photography lovers and re.
Account Options Sign in. Print media advertiaing company Delhi. About Marieke de Mooij. Be the first to markehing a question about Global Marketing and Advertising. These supplements will really improve my class. My library Help Advanced Book Search. Everything is so markketing. 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, mooj models of culture, and the consequences of culture for all aspects of marketing communications.
Review quote Excellent choice for my combined class of undergraduate and graduate students. Nice idea behind the book: 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 motives Emotion Emotions in advertisiny Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information processing 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: Kasia rated it it was amazing Dec 28, Logo, product, package and retail design Chapter 8: She is the author of several academic publications on the influence of culture on marketing and advertising.
Instructor Resources on a password-protected Web site at www. Easy to read amrieke does not require too much previous knowledge of the subject. Books by Marieke de Mooij. This book is not yet featured on Listopia. She is the author of several academic publications on the influence of culture on marketing and advertising. 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.
Want to Read Currently Reading Read. Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising by Marieke de Mooij 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.
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