Global Marketing and Advertising: Understanding Cultural Paradoxes [Paperback]

Marieke de Mooij (Author)

Book Description

ISBN-10: 0803959702 | ISBN-13: 978-0803959705 | Publication Date: July 1, 1997

Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.

Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to brands; the concept of culture and culture's consequences for values and motivation in advertising; and how culture influences perception of adv

Editorial Reviews

Review

"Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter." (P.G. Kishel CHOICE ) --This text refers to the Hardcover edition.

About the Author

Marieke de Mooij Ph.D. (Netherlands), is a consultant in cross cultural communications, and visiting professor at various universities, such as the University of Navarra in Spain, Vaasa University in Finland and European University Viadrina in Germany. In the Netherlands she teaches at a post graduate course of Groningen University (Academie voor Management). She is the author of several publications on the influence of culture on marketing and advertising.

Product Details

• Paperback: 336 pages
• Publisher: Sage Publications, Inc (July 1, 1997)
• Language: English
• ISBN-10: 0803959702
• ISBN-13: 978-0803959705
• Product Dimensions: 9.2 x 6 x 0.8 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #2,470,903 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

3.0 out of 5 stars A unique perspective on consumer behaviour, May 30, 2001

By 

"madhushree_r" (Hong Kong) - See all my reviews

This review is from: Global Marketing and Advertising: Understanding Cultural Paradoxes (Paperback)

The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behaviour. It is particularly useful for practioners who are working in underresearched markets and are looking for ways to explain why consumers behave the way they do. The book makes extensive use of Hofstede's 5-D model to locate members of different cultures along the dimensions of culture and then uses this to explain differences in buying behaviour, communication styles and advertising appeals. The conclusion of the book is that individual behaviour is shaped more by the culture they belong to than it is by income or other differentiators. The one limitation of the book is that most of the examples are European, but I would recommend it even for those interested in Asian markets

5 of 6 people found the following review helpful:

5.0 out of 5 stars no book is as useful for students and practitioners of adv., February 15, 1999

By A Customer

This review is from: Global Marketing and Advertising: Understanding Cultural Paradoxes (Hardcover)

This book review is on a 'titre personnel" basis.

I enjoyed the international advertising course which Marieke gave at Universidad de Navarra in 1997. As a teacher she is very capable of communicating the importance and urgency of this diverse and complex subject: managing marketing communications and brands within the outer/ and inner spheres of market cultures. Marieke applies the 5 dimensional model of G.Hofstede to illustrate and diferentiate a clear and full colour image of cultures and values. Being dutch myself, I recognise both the theory of Hofstede, but also the paradoxes Marieke has found. Intrigueing phenomena such as Japanese business success and collectivism, such as status and success in feminine cultures etc etc are often raising eyebrows, and not seldomly at highbrow corporate levels.

Cultural understanding, I have learnt, is possible only after understanding one's own culture, and a commitment to learn about the other culture, not matching it with your own. Marieke does this very well, she places anecdotes and case-studies is an objective setting, viewing it with an uncoloured microscope. She has added theory, academic research and good practice to make this book complete.

This book, for me, is one of the few great books on international (intercultural) marketing communications (and brand management).

1 of 1 people found the following review helpful:

2.0 out of 5 stars Meh, May 22, 2010

By 

Daniel Falkenstein "FB Coach" (St. Louis) - See all my reviews
(REAL NAME)   

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This review is from: Global Marketing and Advertising: Understanding Cultural Paradoxes (Paperback)

The book was very repetitive. It had some good examples to the theories that it went over but reading about the value paradox for 8 chapters straight gets really boring.