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, with updated research and examples from various regions and countries. It also emphasizes the importance of considering value paradoxes in cross-cultural marketing and utilizes the Hofstede model to illustrate the challenges of extending strategies across cultures.

Format: Hardback
Length: 528 pages
Publication date: 09 November 2021
Publisher: SAGE Publications Ltd

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 professionals seeking to navigate the complexities of cross-cultural marketing.

The author begins by helping readers define cross-cultural segments, recognizing the importance of understanding cultural differences in order to effectively target consumers across cultures. The book goes on to explore how culture impacts strategic issues such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It emphasizes the centrality of value paradoxes in cross-cultural marketing communications and employs the Hofstede model or other cultural models to illustrate why strategies based on cultural relationships in one country cannot be universally applied to others.

To keep up with the latest developments in the field, the new edition of the book includes up-to-date research on emerging topics such as culture and the media, culture and the Internet, and a more in-depth comparison of different cultural models. It also delves into the impact of COVID-19 on globalization and provides a broader background theory on how people use social media. Additionally, the book offers a wealth of online instructor resources, including downloadable advertising images, chapter-specific questions and key points, and video examples of advertising from around the world.

Whether you are a marketing professional, business executive, or student, this book provides valuable insights and practical tools to help you succeed in the global marketplace. Its comprehensive coverage of globalization, global branding strategies, cultural classification models, and marketing communications makes it an essential resource for anyone seeking to expand their understanding and expertise in this field.

Weight: 1090g
Dimension: 232 x 186 (mm)
ISBN-13: 9781529732498
Edition number: 6 Revised edition