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Matériel obligatoire et recommandé
Global Marketing and Advertising : Understanding Cultural Paradox
De Mooij, Marieke
Éditeur : SAGE PUBLICATIONS
ISBN papier: 9781412970419
Parution : 2009
Code produit : 1036214
Catégorisation :
Livres /
Gestion /
Marketing /
Publicité et promotion
Formats disponibles
| Format | Qté. disp. | Prix* | Commander |
|---|---|---|---|
| Livre papier | En rupture de stock** |
Prix membre : 61,70 $ Prix non-membre : 64,95 $ |
*Les prix sont en dollars canadien. Taxes et frais de livraison en sus.
**Ce produits est en rupture de stock mais sera expédié dès qu'ils sera disponible.
Description
Review "Thank you so much for sending me the CD for the de Mooij book. It's incredible! I really wasn't expecting this much. Everything is so beautiful. The discussion questions and practice exam are great. These supplements will really improve my class." -- Christine M. Von Der Haar 20090729 Excellent choice for my combined class of undergraduate and graduate students. -- Michael McBride 20100416 Product Description Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, "Global Marketing and Advertising, Third Edition", offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. In this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications. New and continuing features cover new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behaviour. The book helps companies define cross-cultural segments to better target consumers across cultures; shows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy; includes both recent and classic advertising examples from various parts of the world; 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. Instructor Resources on CD, including discussion questions, PowerPoint slides, illustrations from the book, sample test questions, and video clips are available to lecturers.
Du même auteur...
| Livre papier | 0 |
Prix membre : 98,75 $ Prix non-membre : 103,95 $ |
Consumer Behavior and Culture : Consequences for Global Marketing
Éditeur : SAGE PUBLICATIONS
ISBN : 9781412979900
Parution : 2011