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Global Marketing and Advertising
Understanding Cultural Paradoxes

Fifth Edition


November 2018 | 504 pages | SAGE Publications Ltd

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.


The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and 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.

Updates to the new edition include:

  • Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet.
  • Global examples, with new cases from countries in Asia and Africa
  • Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior.

A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.

 
Chapter 1: The Paradoxes in Global Marketing Communications
 
Chapter 2: Global Branding
 
Chapter 3: Values and Culture
 
Chapter 4: Dimensions of Culture
 
Chapter 5: Culture and Consumer Behavior
 
Chapter 6: Researching and Applying Cultural Values
 
Chapter 7: Culture and Communication
 
Chapter 8: Culture and Media
 
Chapter 9: Culture and Advertising Appeals
 
Chapter 10: Culture and Executional Style
 
Chapter 11: From Value Paradox to Strategy

Supplements

Click for online resources
Instructor Resources:
  • Chapter-specific PowerPoint slides,
  • Downloadable advertising images from the book
  • Chapter-specific questions and key points
  • Video examples of advertising around the world
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.

Preview this book

For instructors

This book is not available as a review copy. For more information contact your local sales representative.

Select a Purchasing Option


Paperback
ISBN: 9781544318141
$66.00

Hardcover
ISBN: 9781544318134
$160.00