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Global Marketing and Advertising Marieke de Mooij

Global Marketing and Advertising von Marieke de Mooij

Global Marketing and Advertising Marieke de Mooij

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Zusammenfassung

The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.

Global Marketing and Advertising Zusammenfassung

Global Marketing and Advertising: Understanding Cultural Paradoxes Marieke de Mooij

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

Global Marketing and Advertising Bewertungen

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
Excellent choice for my combined class of undergraduate and graduate students. -- Michael McBride

Über Marieke de Mooij

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Inhaltsverzeichnis

Foreword by Geert Hofstede Preface Summary of the Book Chapter 1: The Paradoxes In Global Marketing Communications The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, global markets are products Focus on a unique individual Globalization Convergence and divergence of consumer behavior The global-local dilemma in global marketing Global communities Global or local? The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company's brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: Values and Culture The value concept Values are enduring The value paradox: The desirable and the Desired Culture defined Cultural universals Selective perception Stereotyping Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter 4: Dimensions of Culture Classifying cultures High- and low-context cultures Dimensions of time Closure Time orientation towards the past, present or future Time is linear or circular Monochronic and polychronic time Cause and effect Relationship of man with nature Hofstede's five dimensions of national culture Power distance (PDI) Individualism/collectivism (IDV) Masculinity/femininity (MAS) Uncertainty avoidance (UAI) Long-term orientation (LTO) Configurations of dimensions The USA The Netherlands Japan Chapter 5: Culture and Consumer Behavior Consumer behavior Consumer attributes The concept of self Personality Personality traits Identity and image Personality and identity in marketing Attitude Lifestyle Social processes Needs Motivation Buying motives Emotion Emotions in advertising Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information processing Decision making Consumer decision making styles Business decision making Consumer behavior domains Product acquisition, ownership and usage Complaining behavior Brand loyalty Diffusion of innovations Chapter 6: Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don't translate Measuring cultural values Measuring the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: Persuasion of likeability How advertising works The hierarchy of effects High- and low involvement Visuals in advertising Appreciation of advertising in general Public relations Web site design Design: Logo, product, package and retail design Chapter 8: Culture and the Media An ever changing media landscape Media usage across cultures Television IPTV Radio Press media The mobile phone The world-wide web E-commerce Search marketing The social and entertainment roles of the internet Social networks The blog Internet advertising Ad format acceptability and effectiveness Viral marketing Online video advertising Mobile marketing and advertising Will the worldwide web facilitate standardization? The organization of international media planning Chapter 9: Culture and Advertising Appeals Appeals in advertising The value paradox as an effective advertising instrument Equality paradox Dependence and freedom paradoxes Success paradoxes The innovation and global paradox Examples of appeals by dimension Power distance Individualism/Collectivism Masculinity/Femininity Uncertainty avoidance Long-term orientation Consequences for advertising concepts Do great ideas travel? The country-of-origin appeal Why humor doesn't travel Chapter 10: Executional Style and Culture Classifications of advertising forms Seven basic advertising forms worldwide Announcement Association transfer Lesson Drama Entertainment Imagination Special effects Relationship basic form, culture and product category Chapter 11: From Value Paradox to Strategy A company's mission and vision Corporate identity Product/market development across cultures Branding and culture Brand positioning across cultures External aspects: Product usage and brand image Product usage Brand image Internal aspects: Brand identity & personality and brand values Brand identity and personality Brand values Brand positioning matrix Marketing communication strategy Fully standardized: One product or brand, display Semi-standardized: One brand, One advertising form, and Standard execution One brand, one form, varying standard executional elements One or different brand names, one advertising form, different executions One or different brand names, one concept, different executions based on culture-fit advertising styles Cultural segmentation: act global, think local Communication strategy by stage of market development Stage 1: Global products, global marketing communications Stage 2: Global products, adapted marketing communications Stage 3: Local products, local marketing communications Appendix A: GNP/capita 2007 (US$) and Hofstede Country scores for 66 countries Appendix B: Data sources Index About the author

Zusätzliche Informationen

GOR005336707
9781412970419
1412970415
Global Marketing and Advertising: Understanding Cultural Paradoxes Marieke de Mooij
Marieke de Mooij
Gebraucht - Sehr Gut
Broschiert
SAGE Publications Inc
20090728
344
N/A
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