Global Marketing and Advertising 2e : Understanding Cultural Paradoxes
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Global Marketing and Advertising, Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing and advertising communications. New to the Second Edition: Topics such as culture and the media, the Internet, and global public relations have been added Consumer behavior is more extensively covered, and the various topics of consumer behavior are better structured The final chapter includes culture's consequences for various strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy Twice as many illustrations as the First Edition both recent and classic advertising examples added A CD with the TV commercials and original print ads covered in the book is available from the author www.mariekedemooij.comGlobal Marketing and Advertising is ideally suited as a textbook for courses in international or global marketing and international or global advertising. This book will also be of great interest to practitioners in global marketing departments of global companies and advertising agencies.