- Paperback: 344 pages
- Publisher: SAGE Publications, Inc; 3 edition (May 28, 2009)
- Language: English
- ISBN-10: 1412970415
- ISBN-13: 978-1412970419
- Product Dimensions: 9.9 x 6.9 x 0.7 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 10 customer reviews
- Amazon Best Sellers Rank: #848,760 in Books (See Top 100 in Books)
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Global Marketing and Advertising: Understanding Cultural Paradoxes 3rd Edition
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Excellent choice for my combined class of undergraduate and graduate students. -- Michael McBride "Thank you so much for sending me the CD for the de Mooij book. It's incredible! I really wasn't expecting this much. Everything is so beautiful. The discussion questions and practice exam are great. These supplements will really improve my class." -- Christine M. Von Der Haar
"Thank you so much for sending me the CD for the de Mooij book. It′s incredible! I really wasn′t expecting this much. Everything is so beautiful. The discussion questions and practice exam are great. These supplements will really improve my class." (Christine M. Von Der Haar 2009-07-29)
Excellent choice for my combined class of undergraduate and graduate students. (Michael McBride 2010-04-16)
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Top customer reviews
In normal books, this usually isn't a problem because you read it all the way through once. For a college textbook, since flipping back and forth throughout the book is crucial, it becomes a problem. I am studying online at a university in the US from Brazil in order to be with my father through some difficult times this semester. This means the eTextbook is my lifeline. I don't have access to physical books, and I don't have other students who could help me the way they could in a traditional classroom setting. So far, I have been able to get by studying for the exams, but the added pressure of not knowing if my book will open doesn't help!
Compared to the other eTextbook I have on Chegg, this is not a good layout.
I'd suggest googling her papers instead, they get at most of the points and are much shorter.
Most annoyingly, de Mooij doesn't really question western marketing practice in a useful way, just points out that everything comes from an Anglosaxon/western perspective but doesn't suggest what to do instead.
Excerpts from a review by David A. Victor in The Journal of Business Communication of July 1998:
`Marieke de Mooij has added a worthwhile contribution to the on-going discourse in cross-cultural business communication in Global marketing and Advertising: Understanding Cultural Paradoxes. The title might dissuade those in fields outside marketing from reading further, which would be unfortunate. Any of us with an interest in cross-cultural business ought to find something worthwhile in de Mooij's book. De Mooij focuses on the various paradoxes of cross-cultural marketing. She amply illustrates how "certain opposing values of one culture also exist in other cultures, but in reverse" (p. 2). De Mooij calls these "Value paradoxes" and it is here that she makes her greatest contributions. [....] Throughout her discussion of Value Paradoxes, she breaks new ground. [.....] De Mooij has laid out an extremely well-balanced approach to understanding the competing needs of marketing globally while accommodating local advertising preferences.'