Global Marketing and Advertising: Understanding Cultural Paradoxes

This book provides a comprehensive overview of globalization, global branding strategies, cultural classification models, and the impact of culture on marketing communications. It offers practical applications and examples from various industries and regions, and includes updated research and online instructor resources.

Format: Paperback / softback
Length: 512 pages
Publication date: 10 November 2018
Publisher: SAGE Publications Inc

This comprehensive book delves into the intricate world of globalization, global branding strategies, cultural classification models, and their profound implications for marketing communications. With a rich blend of theoretical insights and practical applications, it offers a comprehensive guide for understanding the complexities of cultural diversity and its impact on marketing endeavors.

The author begins by helping readers define cross-cultural segments, enabling them to effectively target consumers across diverse cultures. The book goes beyond mere theory and provides valuable insights into how culture shapes strategic issues such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also highlights the central role of value paradoxes in cross-cultural marketing communications, using the Hofstede model as a framework to facilitate a deeper understanding of cultural relationships across different countries and regions.

To keep up with the ever-evolving landscape, the new edition of this book includes extensive updates and additions. It incorporates the latest research on emerging topics such as culture and the media, culture and the Internet, and offers a more nuanced comparison of various cultural models. The book provides a wealth of real-world examples from major regions and countries worldwide, allowing readers to gain a global perspective on marketing practices.

Furthermore, the book offers a range of online instructor resources to complement its content. These resources include chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from across the globe. These resources not only enhance the learning experience but also provide practical tools for educators and students alike.

In conclusion, this book is a must-read for anyone seeking to excel in the global marketplace. It provides a comprehensive and insightful exploration of globalization, global branding strategies, cultural classification models, and their profound implications for marketing communications. With its up-to-date research, practical examples, and valuable instructor resources, it equips readers with the knowledge and tools needed to navigate the complexities of cultural diversity and create effective marketing strategies that resonate with diverse audiences worldwide.

Weight: 916g
Dimension: 230 x 186 x 28 (mm)
ISBN-13: 9781544318141
Edition number: 5 Revised edition