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Praise for the First Edition

`Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text′ - Choice

The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition:

- Topics including culture and the media, the internet and global public relations

- Consumer behavior is more extensively covered

- Consideration of culture′s consequences for various strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications

- Twice as many illustrations -both recent and classic advertising examples have been added.

Tabla de contenidos provista por Syndetics

• Foreword
• Preface to the second edition
• Summary of the Book
• Chapter 1 The paradoxes in global marketing communications
• The value paradox
• The paradoxes in marketing theory
• The global advertising paradox
• The research paradox
• The culture paradigm
• Chapter 2 The global local paradox in global branding
• Global branding
• Perception of global brands by consumers
• Global branding strategies
• The global-local dilemma
• Global communities
• Convergence and divergence of consumer behavior
• Global or local? Factors that influence standardization
• The role of advertising in global branding
• The importance of culture for global advertising
• Global branding means adding value to global products
• Chapter 3 Culture
• Culture defined
• Cultural universals
• Manifestations of culture
• Selective perception
• Stereotyping
• Thinking patterns and intellectual styles
• Language
• Signs, symbols and body language
• Imagery and music
• Global culture
• Chapter 4 Dimensions of culture
• Comparing cultures
• Classifying cultures
• High- and low-context cultures
• Dimensions of time
• Relationship of man with nature
• Hofstede's five dimensions of national culture
• Configurations of dimensions
• Chapter 5 Values and marketing
• The value concept
• Cross-cultural value research
• Culture-specific values
• Important values don't translate
• Value and lifestyle research
• Value and lifestyle research for global marketing
• The value concept in international marketing and advertising strategy
• Chapter 6 Culture and consumer behavior
• Consumer behavior
• Consumer attributes
• Social processes
• Mental processes
• Consumer behavior domains
• Chapter 7 Advertising and the media
• Communication and culture
• Mass communication styles
• Advertising styles
• The purpose of marketing communication
• How advertising works
• Models of how advertising works
• Public Relations
• The Media
• The Internet
• Chapter 8 Value paradoxes in advertising appeals
• Appeals in advertising
• The value paradox: the desirable and the desired
• The value paradox as an effective advertising instrument
• Examples of appeals by dimension
• Consequences for advertising concepts
• Do great ideas travel?
• Why humor doesn't travel
• Chapter 9 Executional style and culture
• Classifications of advertising forms
• Seven basic advertising forms worldwide
• Relationship basic form, culture and product category
• Chapter 10 From value paradox to strategy
• A company's mission and vision
• Corporate identity
• Product/market development across cultures
• Brand positioning across cultures
• External aspects: Product usage and brand image
• Internal aspects: Brand identity & personality and brand values
• Brand positioning matrix
• Marketing communication strategy
• Levels of communication by stage of market development
• Global Integrated marketing communications
• Appendix
• References
• About the Author

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CHOICE Review

Mooij's insightful book on the cultural similarities and differences that exist among consumers in the global marketplace makes for fascinating reading. Noting that "There may be global products, but there are no global people," she points out that even when a product such as the Sony Walkman gains worldwide acceptance, consumers' motives for using it may vary. In the Western world people use the Walkman to listen to music without being disturbed by others; Japanese listeners use it to avoid disturbing others. Exploring the cultural values and beliefs that affect consumer behavior from country to country, Mooij provides a wealth of useful information for marketers. Drawing on her 30 years of experience in international communications and advertising, she delves into a wide range of cultural areas such as thinking styles (analytical, emotional, intuitive); language content; symbols and colors; and attitudes about personal space, time, nature, and the individual ("I" versus "we" orientations). For example, the concept of "freedom," she explains, can mean "free enterprise" in the US, "freedom to express emotions" in the Netherlands, and the right "to have individual ideas" in Japan. Numerous examples abound throughout the text. Recommended for marketing students, faculty, and practitioners. Upper-division undergraduate through professional. P. G. Kishel; Cypress College

Notas de autor provistas por Syndetics

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.