By Marieke de Mooij

ISBN-10: 1452257175

ISBN-13: 9781452257174

ISBN-10: 1483315452

ISBN-13: 9781483315454

Filled with cultural, corporation, and nation examples that aid clarify the paradoxes foreign agents tend to come upon, Global advertising and Advertising (by Marieke de Mooij) deals a mixture of idea and sensible functions because it covers globalization, worldwide branding techniques, class versions of tradition, and the implications of tradition for all features of promoting communications.

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Extra resources for Global marketing and advertising: understanding cultural paradoxes

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This is theory. In reality, there is no viewer freedom. Increasingly, media companies decide what viewers in a country can access: usually only national or local channels and a limited number of mostly non-commercial channels from other countries. A variety of techniques and coding systems across countries makes it virtually impossible to receive everything that is available on satellite. In some ways, in the less technologically advanced, non-commercialized Europe of the past when the airwaves were government controlled, there was more freedom to receive television programs from other countries than there is with the new technology.

Next to updates throughout the book, other changes are a result of comments from users. I changed Chapter 4 substantially, covering the three major dimensional models and explaining why the Hofstede model still is the most useful one for application to marketing and advertising. Both practitioners and students should be able to understand the basics of how they operate and be able to compare them to make a choice. I extended this comparative analysis to Chapter 6 and made it into a chapter for researchers, for analyzing the different models for application in research, moving the value structure map to Chapter 11 on strategy.

There is increasing evidence that at micro level, there is little convergence. S. sociologist Alex Inkeles28 finds that macro-level data often mask diversity at micro level. Convergence at a macro level—for example, convergence of Gross National Income (GNI) per capita (the new term for Gross National Product [GNP] per capita)—does not necessarily imply convergence of consumer choice. Countries similar economically are not necessarily similar in their consumption behavior, media usage, and availability patterns.

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Global marketing and advertising: understanding cultural paradoxes by Marieke de Mooij


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