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Global Marketing and Advertising
Understanding Cultural Paradoxes

Fourth Edition


© 2014 | 416 pages | SAGE Publications, Inc
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising 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.

Now in its Fourth Edition, this text offers updated information and findings from recent studies, as well as new topics including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior. It compares theories of human communication in the major world regions and the age-old philosophies on which these are based, and helps readers better understand the connection of personal and mass communication within the digital media world.
 
Foreword by Geert Hofstede
 
Preface to the Fourth Edition
 
Summary of the Book
 
1. The Paradoxes in Global Marketing Communications
 
2. Global Branding
 
3. Values and Culture
 
4. Dimensions of Culture
 
5. Culture and Consumer Behavior
 
6. Researching and Applying Cultural Values
 
7. Culture and Communication
 
8. Culture and the Media
 
9. Culture and Advertising Appeals
 
10. Culture and Executional Style
 
11. From Value Paradox to Strategy
 
Appendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2011, for 66 Countries
 
Appendix B: Data Sources
 
Index
 
About the Author

Supplements

Instructor Resource Site

Calling all instructors!

It’s easy to log on to SAGE’s password-protected Instructor Teaching Site at www.sagepub.com/demooij4e for complete and protected access to all text-specific Instructor Resources for de Mooij, Global Marketing and Advertising, Fourth Edition. Simply provide your institutional information for verification and within 72 hours you’ll be able to use your login information for any SAGE title!

Password-protected Instructor Resources include the following:

  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. Highlight essential content, features, and artwork from the book.
  • Chapter-specific questions, key points, and activities help launch discussion and learning by prompting students to engage with the material and by reinforcing important content.
  • In-text images are avialable for instructors to download and include in handouts, lecture slides, and teaching visuals.
  • A wide array of international commercial videos and add images are provided for instructors to support the text and chapter content.

“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
Indiana University-Bloomington

I love all of the advertising examples and the variety of photos of advertising from all over the world."

Deborah DeLong
Chatham College - Pittsburgh

"The incorporation of culture and marketing theory in one cohesive text."

Patrice Prusko Torcivia
SUNY Empire State College - Saratoga

The book makes a direct link to subjects the students know from other courses (e.g. branding, advertising), adds the international perspective and shows the influence of culture in an impressive way. The information is very "hands on", close to the later working environment reality of our students, and illustrated by many examples, but still based on scientific bases. The book is not mandatory for the students for language reasons (course taught in German and French).

Professor Stefan Buerki
Marketing , Berner Fachhochschule
October 31, 2016

This book has a logical flow to it and matches with what I am teaching. I do find that certain issues to be somewhat contradictory, but they make for interesting class discussion points. Not the easiest of books to read (very well written, nonetheless), but third year students should have no problem with it.

Mrs Louisa van Dijk
Business Administration , Amsterdam University of Applied Sciences
September 23, 2016

This book has a logical flow to it and matches with what I am teaching. I do find that there are issues which I find somewhat contradictory, but they make for good class discussion points. Not the easiest of books to read, but third year students should have no problem with it.

Mrs Louisa van Dijk
Business Administration , Amsterdam University of Applied Sciences
September 23, 2016

This well structured, updated and revised text puts culture at the centre of all marketing, advertising and brand decisions and purchase points. By embedding culture into the decision process the text helps the reader to recognise the significance of 'local' on a global scale.

Mr Paul Matthews
School of Hospitality, Tourism & Events, University College Birmingham
June 10, 2016

Perfect textbook for students to understand the basics of cultural questions in advertising and to familiarize them with the global-local marketing dilemma

Ms Orsolya Czegledi
Department of Human Sciences, University of Bourgogne
November 3, 2015

Use for students to examine the important role culture plays in marketing and global strategies.

Dr Diepiriye Kuku-Siemons
Northampton Business School, Northampton University
June 22, 2015

Chose to test Marketing across cultures due to course leader preferences but are still discussing a change.

Dr Jenny Balkow
Academy of Textile, Engineering and Business, University College of Boras
May 27, 2015
Key features

NEW TO THIS EDITION:

  • Features updated information and findings from recent studies, as well as new topics, including: global public relations, culture and the media, and culture and the Internet.
  • Offers more examples from the major world regions.
  • Presents even more examples from countries around the world.
  • Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior.

KEY FEATURES:

  • Helps companies define cross-cultural segments to better target consumers across cultures.
  • Shows how culture affects strategic issues, such as modes of entry of international markets, 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 and demonstrates the centrality of value paradoxes to cross-cultural marketing communications. 
  • Analyzes and uses dimensional models to help readers see how their understanding of cultural relationships in one country or region can be extended to other countries or regions.

Sample Materials & Chapters

Chapter 1

Chapter 7


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