Global Marketing and Advertising: Understanding Cultural Paradoxes

by Marieke K De Mooij

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...

• Format: Paperback
• Language: English
• ISBN: 1529732506
• ISBN13: 9781529732504
• Release Date: November 2021
• Publisher: Sage Publications Ltd
• Length: 528 Pages
• Weight: 1.98 lbs.
• Dimensions: 1.1" x 7.5" x 9.3"