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Global Marketing & Advertising Understanding Cultural Paradoxes

Paperback • 2021 • English

Global Marketing & Advertising Understanding Cultural Paradoxes

By Marieke K. de Mooij

0 Ratings • 0.0 of 5

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About the book

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, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, an...Show more

Business strategy
Business ethics and social responsibility
Entrepreneurship / Start-ups

Book details

ISBN

9781529732504

Publisher

SAGE

Published year

2021

Language

English

Original title

Global Marketing & Advertising Understanding Cultural Paradoxes

Format

Paperback

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