000			03887cam a2200505 i 4500
001			132213
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005			20250408094525.0
008			180417t20192019caua b 001 0 eng d
010			_a 2018941563
020			_a1544318138
020			_a1544318146
020			_a9781544318134
020			_a9781544318141
035			_a(OCoLC)on1079419973
035			_a20456227
040			_aFQG _beng _cFQG _erda _dYDXIT _dU3W _dZBM _dEAU _dDLC
042			_alccopycat
050		0	_aHF5415.127 _b.M66 2019
082	0		_a658.802 _223
100	1		_aMooij, Marieke K. de, _d1943- _eauthor.
245	0	0	_aGlobal marketing & advertising : _bunderstanding cultural paradoxes / _cMarieke de Mooij.
246	0		_aGlobal marketing and advertising
250			_aFifth edition.
264		1	_aLos Angeles : _bSAGE, _c2019.
264		1	_c©2019
300			_axx, 488 pages : _billustrations ; _c24 cm.
336			_astill image _2rdacontent
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aPrevious edition: 2014.
504			_aIncludes bibliographical references and index.
505	0		_aForeword / Geert Hofstede -- Preface to the fourth edition -- Summary of the book -- The paradoxes in global marketing communications -- Global branding -- Values and culture -- Dimensions of culture -- Culture and consumer behavior -- Researching and applying cultural values -- Culture and communication -- Culture and the media -- Culture and advertising appeals -- Culture and executional style -- From value paradox to strategy -- Appendix A: Hofstede country scores and gross national income (GNI)/capita at purchase power parity 2011 for 66 countries -- Appendix B: Data sources -- Index -- About the author.
520			_a"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 companys 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. 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, more examples from major regions and countries from around the world, Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour. A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world." -- Amazon.
650	1	0	_aAdvertising _2fast _0(OCoLC)fst00797511.
650	1	0	_aAdvertising _vCross-cultural studies.
650	1	0	_aBusiness and Management. _2ukslc
650	1	0	_aConsumer behavior _2fast _0(OCoLC)fst00876238.
650	1	0	_aConsumer behavior _vCross-cultural studies.
650	1	0	_aTarget marketing _2fast _0(OCoLC)fst01143138.
650	1	0	_aTarget marketing _vCross-cultural studies.
655		0	_aCross-cultural studies. _2fast _0(OCoLC)fst01423769
852			_97495.00PHP
999			_c15254 _d15254