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Klappentext 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. Zusammenfassung 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.
List of contents
Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy
Report
Global Marketing and Advertising is an essential book for anyone in the field of advertising, whether global or local in focus. Students, scholars, and practitioners will have their eyes opened to cultural differences, never before noticed, greatly impacting the success or failure of marketing and advertising practices. The 5th edition continues the tradition as a fabulous learning tool and resource for undergraduate and graduate students as well as any leader managing across cultures. Eager to learn key cultural factors impacting campaigns, readers are provided with conceptual definitions, tools to assess cultural variations, and multiple global brand examples to build understanding, solidify knowledge and allow for future application.
Carrie La Ferle
