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Marieke De Mooij
ISBN: 9781544318141
Estimated Dispatch Date: 17 Dec 2020
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Description

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 to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.

Product Information

ISBN13 (SKU) 9781544318141
Title Global Marketing and Advertising - Understanding Cultural Paradoxes
Author Marieke De Mooij
Edition 5th
Publisher Sage UK
Publication Date 2018
Country of Publication United States
Format Type Physical
Number of Pages 512
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