{"product_id":"global-marketing-and-advertising-marieke-k-de-mooij-9781529732498","title":"Global Marketing and Advertising: Understanding Cultural Paradoxes","description":"\u003cp\u003ePacked 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.\u003c\/p\u003e \u003cp\u003e\u003cbr\u003e 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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments.\u003cbr\u003e \u003cbr\u003e Updates to the new edition include: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eUp-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. Includes discussion of how Covid-19 has impacted globalization. \u003c\/li\u003e \u003cli\u003eMore examples from major regions and countries from around the world.\u003c\/li\u003e \u003cli\u003eBroader background theory on how people use social media and extensive coverage of consumer behavior\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eA range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Marieke K. De Mooij\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1529732492\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781529732498\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Sage Publications Ltd\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 12\/13\/2021\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 528\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 2.45lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.25h x 7.50w x 1.13d","brand":"Marieke K. De Mooij","offers":[{"title":"Hardcover","offer_id":44790401433855,"sku":"9781529732498","price":217.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_7115b401-4e1a-4a38-99df-962c6f3db9b5.jpg?v=1707288832","url":"https:\/\/www.whiterainbookhouse.com\/products\/global-marketing-and-advertising-marieke-k-de-mooij-9781529732498","provider":"WR Book House","version":"1.0","type":"link"}