Global Marketing and Advertising: Understanding Cultural Paradoxes (英語) ペーパーバック – 2009/7/28
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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:
- Includes new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behaviour
- 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
- 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
"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 2009-07-29)
Excellent choice for my combined class of undergraduate and graduate students. (Michael McBride 2010-04-16)
In normal books, this usually isn't a problem because you read it all the way through once. For a college textbook, since flipping back and forth throughout the book is crucial, it becomes a problem. I am studying online at a university in the US from Brazil in order to be with my father through some difficult times this semester. This means the eTextbook is my lifeline. I don't have access to physical books, and I don't have other students who could help me the way they could in a traditional classroom setting. So far, I have been able to get by studying for the exams, but the added pressure of not knowing if my book will open doesn't help!
Compared to the other eTextbook I have on Chegg, this is not a good layout.
- 洋書 > Business & Investing > Marketing & Sales > Advertising
- 洋書 > Business & Investing > Marketing & Sales > Marketing > Global
- 洋書 > Business & Investing > Marketing & Sales > Marketing > Industrial
- 洋書 > Education & Reference
- 洋書 > Nonfiction > Economics
- 洋書 > Professional & Technical > Business Management > Marketing & Sales