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Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke K. De Mooij

Global Marketing and Advertising: Understanding Cultural Paradoxes

by Marieke K. De Mooij
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Book cover type: Paperback
  • ISBN13: 9781529732504
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications Ltd
  • Publisher Imprint: Sage Publications Ltd
  • Publication Date:
  • Pages: 616
  • Original Price: GBP 69.99
  • Language: English
  • Edition: N/A
  • Item Weight: 899 grams
  • BISAC Subject(s): Marketing / General

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.

De Mooij, Marieke K.: - 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.

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