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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Global Marketing and Advertising - Understanding Cultural Paradoxes (Paperback, 6th Revised edition)
Loot Price: R1,898
Discovery Miles 18 980
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Global Marketing and Advertising - Understanding Cultural Paradoxes (Paperback, 6th Revised edition)
Expected to ship within 9 - 17 working days
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Packed with cultural, company, and country examples, this book
offers a mix of theory and practical applications covering
globalization, global branding strategies, classification models of
culture, and the consequences of culture for all aspects of
marketing communications. The author helps define cross cultural
segments to better target consumers across cultures and features
content on how culture affects strategic issues, such as the
company's mission statement, brand positioning strategy, and
marketing communications strategy. It also demonstrates the
centrality of value paradoxes to cross cultural marketing
communications, and uses the Hofstede model or other cultural
models to help readers see why strategies based on cultural
relationships in one country cannot be extended to other countries
without adjustments. Updates to the new edition include: Up-to-date
research on new topics, including: culture and the media, culture
and the Internet, and a more profound comparison of the different
cultural models. Includes discussion of how Covid-19 has impacted
globalization. More examples from major regions and countries from
around the world. Broader background theory on how people use
social media and extensive coverage of consumer behavior A range of
online instructor resources complement the book, including
downloadable advertising images from the book, chapter-specific
questions and key points, and video examples of advertising from
around the world.
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