Global Marketing and Advertising: Understanding Cultural Paradoxes Book + PRICE WATCH * Amazon pricing is not included in price watch

Global Marketing and Advertising: Understanding Cultural Paradoxes Book

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 advRead More

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  • 0803959702
  • 9780803959705
  • Marieke de Mooij
  • 10 September 1997
  • Sage Publications, Inc
  • Paperback (Book)
  • 336
  • illustrated edition
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