Global Marketing And Advertising: Understanding Cultural Para

'Marieke de Mooij's insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ...Numerous examples abound throughout the text' - Choice Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising. Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture's consequences for values and motivation in advertising; and how culture influences perception of advertising. Table of Contents: The Paradoxes in Global Marketing Communications The Global-Local Paradox Culture Dimensions of Culture Values and Marketing Culture and Consumer Behaviour Culture and How Advertising Works Value Paradoxes in Advertising Appeals Cross-Cultural Advertising Research Executional Style and Culture Advertising Styles From Value Paradox to Strategy Author Biography: Marieke de Mooij Ph.D. (Netherlands), is a consultant in cross cultural communications, and visiting professor at various universities, such as the University of Navarra in Spain, Vaasa University in Finland and European University Viadrina in Germany. In the Netherlands she teaches at a post graduate course of Groningen University (Academie voor Management). She is the author of several publications on the influence of culture on marketing and advertising.