Global Marketing and Advertising: Understanding Cultural Paradoxes

Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications. more

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Recent Reviews

3/5: From: Amazon; Posted: May-30-2001; A unique perspective on consumer behaviour; The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behaviour. It is particularly useful for practioners who are working in...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Feb-15-1999; no book is as useful for students and practitioners of adv.; This book review is on a 'titre personnel" basis.I enjoyed the international advertising course which Marieke gave at Universidad de Navarra in 1997. As a teacher she is very capable of communicating the importance and urgency of this...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Sep-01-1998; For students and practitioners in cross-cultural communicati; From the author: With this book I have tried to develop a knowledge base of cultural differences and similarities that can be used for developing global marketing and advertising strategies and meaningful local adaptations. The...; read full review | report as inappropriate

Selected Reviews

5/5: From: Amazon; Posted: Feb-15-1999; no book is as useful for students and practitioners of adv.; This book review is on a 'titre personnel" basis.I enjoyed the international advertising course which Marieke gave at Universidad de Navarra in 1997. As a teacher she is very capable of communicating the importance and urgency of this...; read full review | report as inappropriate

3/5: From: Amazon; Posted: May-30-2001; A unique perspective on consumer behaviour; The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behaviour. It is particularly useful for practioners who are working in...; read full review | report as inappropriate