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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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 underresearched markets and are looking for ways to explain why consumers...

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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 diverse and complex subject: managing marketing...

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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 structure for understanding the consequences of culture for...

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