Global Marketing and Advertising: Understanding Cultural Paradoxes

by Marieke de Mooij

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

416 pages, Paperback

First published July 1, 1997

Reviews

[Pink · Rating 3 out of 5]

Very long. Quite interesting at some points. However, not critical enough for me.

[Kennady · Rating 3 out of 5]

Read for class. Definitely easier to read than a regular textbook. Interesting examples. Hofstede’s cultural dimensions make a lot of sense