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Global Marketing and Advertising: Understanding Cultural Paradoxes, by Marieke de Mooij
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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 (by Marieke de Mooij) 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.
- Sales Rank: #200578 in eBooks
- Published on: 2013-08-27
- Released on: 2013-10-16
- Format: Kindle eBook
Review
“This book covers the material without belaboring the point. It is perfect for a liberal arts course. It is well-organized, clearly written, and interesting. It is also the right length. “ (Christine M. Von Der Haar 2013-06-19)
I love all of the advertising examples and the variety of photos of advertising from all over the world." (Deborah DeLong 2013-06-19)
"The incorporation of culture and marketing theory in one cohesive text." (Patrice Prusko Torcivia 2013-06-19)
About the Author
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.
Most helpful customer reviews
5 of 5 people found the following review helpful.
A unique perspective on consumer behaviour
By A Customer
The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behaviour. It is particularly useful for practioners who are working in underresearched markets and are looking for ways to explain why consumers behave the way they do. The book makes extensive use of Hofstede's 5-D model to locate members of different cultures along the dimensions of culture and then uses this to explain differences in buying behaviour, communication styles and advertising appeals. The conclusion of the book is that individual behaviour is shaped more by the culture they belong to than it is by income or other differentiators. The one limitation of the book is that most of the examples are European, but I would recommend it even for those interested in Asian markets
6 of 7 people found the following review helpful.
no book is as useful for students and practitioners of adv.
By A Customer
This book review is on a 'titre personnel" basis.
I enjoyed the international advertising course which Marieke gave at Universidad de Navarra in 1997. As a teacher she is very capable of communicating the importance and urgency of this diverse and complex subject: managing marketing communications and brands within the outer/ and inner spheres of market cultures. Marieke applies the 5 dimensional model of G.Hofstede to illustrate and diferentiate a clear and full colour image of cultures and values. Being dutch myself, I recognise both the theory of Hofstede, but also the paradoxes Marieke has found. Intrigueing phenomena such as Japanese business success and collectivism, such as status and success in feminine cultures etc etc are often raising eyebrows, and not seldomly at highbrow corporate levels.
Cultural understanding, I have learnt, is possible only after understanding one's own culture, and a commitment to learn about the other culture, not matching it with your own. Marieke does this very well, she places anecdotes and case-studies is an objective setting, viewing it with an uncoloured microscope. She has added theory, academic research and good practice to make this book complete.
This book, for me, is one of the few great books on international (intercultural) marketing communications (and brand management).
0 of 0 people found the following review helpful.
Kindle
By Elena de Affonseca
The book itself is fine. The problem I'm facing is navigating through the pages, especially skipping to different chapters. MOST of the time, the book freezes, does not respond, and I am forced to close out and reopen it. Once reopened, it takes three to four tries to go to the chapter that I wish to read. When I access this on my laptop, it's a little easier to navigate, but it's still a bit annoying to not be able to scroll normally, only page by page, and it's slow loading.
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.
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