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Global Marketing and Advertising Understanding Cultural Paradoxes (Cram101 Textbook Outlines - Textbook NOT Included) by Marieke de Mooij

  • 330 Want to read
  • ·
  • 81 Currently reading

Published by AIPI .
Written in English

Subjects:

  • Advertising,
  • Business & Economics,
  • Cliff"s/ Monarch / Barron"s Book Notes,
  • Business/Economics,
  • Book Notes,
  • Study Aids / Book Notes,
  • Marketing - General

Book details:

The Physical Object
FormatPaperback
Number of Pages88
ID Numbers
Open LibraryOL8541966M
ISBN 10142880515X
ISBN 109781428805156

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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. The International Marketing Task 1/8 Environmental Adjustment Needed 1/14 Self-reference Criterion: An Obstacle 1/15 Becoming International 1/18 International Marketing Orientations 1/20 Globalisation of Markets 1/24 Developing a Global Awareness 1/27 Orientation of International Marketing 1/ global market, or global marketing, thus needs some clarification. Generally, the concept views the world as one market and is based on identifying and targeting cross-cultural similarities. In our opinion, the global marketing concept is based on the premise of cultural. Get this from a library! Global marketing & advertising: understanding cultural paradoxes. [Marieke K de Mooij] -- "Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture.