Global marketing and advertising: understanding cultural paradoxes
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. [u.a.]
Sage
2005
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis Klappentext |
| Beschreibung: | XVI, 269 S. Ill., graph. Darst. |
| ISBN: | 1412914752 1412914760 |
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| 245 | 1 | 0 | |a Global marketing and advertising |b understanding cultural paradoxes |c Marieke de Mooij |
| 250 | |a 2. ed. | ||
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| 505 | 8 | |a The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy. | |
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Datensatz im Suchindex
| _version_ | 1804133395464192000 |
|---|---|
| adam_text | Contents
Foreword to the Second Edition
Geert Hofstede
Preface to the Second Edition
Summary of the Book
1.
The Paradoxes in Global Marketing Communications
The Value Paradox
The Global-Local Paradox
The Technology Paradox
The Media Paradox
Paradoxes in Marketing Theory
Local Markets Are People, Global Markets Are Products
The Universal and the Particular
Focus on a Unique Individual
The Paradoxes in Consumer Trends
The Global Advertising Paradox
Effective Advertising Needs a Shared Culture
How Advertising Works
The Research Paradox
The Culture Paradigm
Conclusion
Notes
2.
The Global-Local Paradox in Global Branding
Global Branding
Perception of Global Brands by Consumers
Global Branding Strategies
Brand Types
Brand Strategies
Trends in International Branding Strategy
The Global-Local Dilemma
Global Communities
Convergence and Divergence
of
Consumer
Behavior
23
Global or Local?
Factors That Influence Standardization
25
The Role of Advertising in Global Branding
26
The Importance of Culture for Global Advertising
28
Global Branding Means Adding Value to Global Products
28
Conclusion
32
Notes
· 32
3.
Culture
35
Culture Defined
35
Cultural
Universais
36
Manifestations of Culture
37
Selective Perception
39
Stereotyping
40
Thinking Patterns and Intellectual Styles
41
Language
42
Signs, Symbols, and Body Language
44
Imagery and Music
47
Global Culture
48
Conclusion
48
Notes
49
4.
Dimensions of Culture
51
Comparing Cultures
51
Comparing Nations
52
Classifying Cultures
53
High-Context and Low-Context Cultures
56
Dimensions of Time
57
Closure
57
Time Orientation Toward the Past, Present, or Future
57
Time Is Linear or Circular
58
Monochronic and Polychronic Time
58
Cause and Effect
59
Relationship of Man With Nature
59
Hofstede s Five Dimensions of National Culture
59
Power Distance (PDI)
60
Individualism/Collectivism (IDV)
61
Masculinity/Femininity (MAS)
65
Uncertainty Avoidance
(UAI)
67
Long-Term Orientation (LTO)
69
Configurations of Dimensions
70
The United States
70
The Netherlands
71
Japan
72
Conclusion
72
Notes
73
5.
Values and Marketing
77
The Value Concept
77
Values
Are Enduring
79
Value
Shift
80
Cross-Cultural Value Research
82
Value
Priorities Vary
83
Mixing
Terminal and Instrumental Values
83
Culture-Specific
Values
84
Belgian
Values
84
Dutch
Values
84
Indian
Values
85
Japanese
Values
87
Important Values
Don t
Translate
89
Value
and Lifestyle
Research
91
Value
and Lifestyle Studies for
Global Marketing
93
Semiometrie
94
Crocus
95
The Value Concept in International
Marketing
and Advertising Strategy
96
Value Structure
Maps
97
Conclusion
100
Notes
101
6.
Culture and Consumer
Behavior
105
Consumer
Behavior
105
Consumer
Attributes
106
The Concept
of Self
106
Personality
109
Personality
Traits
109
Identity and
Image
110
Personality and Identity in Marketing
110
Attitude
112
Lifestyle
113
Social Processes
113
Needs
114
Motivation
115
Buying Motives
115
Emotion
118
Emotions in Advertising
119
Group Processes
119
Group influence
119
Opinion Leaders
120
Mental Processes
121
Language, Perception, and Memory
121
Locus of Control
122
Information Processing
Decision Making
Consumer Decision-Making Styles
Business Decision Making
Consumer Behavior Domains
Product Acquisition, Ownership, and Usage
Complaining Behavior
■
Brand Loyalty
Diffusion of Innovations
Conclusion
Notes
7.
Advertising and the Media
Communication and Culture
Interpersonal Communication Styles
Mass Communication Styles
Advertising Styles
The Purpose of Marketing Communication
Informational Versus Emotional
Measuring Advertising: Persuasion or Likeability
How Advertising Works
The Hierarchy of Effects
High and Low Involvement
Appreciation of Advertising in General
Models of How Advertising Works
Public Relations
The Media
Television
Newspapers
The Internet
Web Site Design
Conclusion
Notes
8.
Value Paradoxes in Advertising Appeals
Appeals in Advertising
The Value Paradox: The Desirable and the Desired
The Value Paradox as an Effective Advertising Instrument
Equality Paradox
Dependence and Freedom Paradoxes
Success Paradoxes
The Innovation Paradox
Examples of Appeals by Dimension
Power Distance
Individualism/Collectivism
Masculinity/Femininity
Uncertainty Avoidance
179
Long-Term
Orientation
182
Consequences for Advertising Concepts
183
Do Great Ideas Travel?
184
Why Humor Doesn t Travel
185
Conclusion
187
Notes
188
9.
Executional Style and Culture
191
Classifications of Advertising Forms
191
Seven Basic Advertising Forms Worldwide
192
1.
Announcement
193
2.
Association Transfer
195
3.
Lesson
198
4.
Drama
206
5.
Entertainment
208
6.
Imagination
210
7.
Special Effects
210
Relationships Among Basic Form, Culture,
and Product Category
211
Conclusion
212
Notes
212
10.
From Value Paradox to Strategy
215
A Company s Mission and Vision
216
Corporate Identity
217
Product/Market Development Across Cultures
219
Brand Positioning Across Cultures
219
The Brand Concept and Culture
220
External Aspects: Product Usage and Brand Image
221
Product Usage
222
Brand Image
224
Internal Aspects: Brand Identity
and Personality and Brand Values
224
Brand Identity and Personality
225
Brand Values
226
Brand Positioning Matrix
227
Marketing Communication Strategy
229
1.
Fully Standardized:
One Product or Brand, Display
229
2.
Semistandardized: One Brand,
One Advertising Form, and Standard Execution
230
3.
One Brand, One Form,
Varying Standard Executional Elements
230
4.
One or Different Brand Names,
One Advertising Form, Different Executions
230
5.
One or Different Brand Names,
One Concept, Different Executions,
Based on Culture-Fit Advertising Styles
231
6.
Cultural Segmentation: Act Global, Think Local
231
Levels of Communication by Stage of Market Development
231
Stage
1 :
Global Products,
Global Marketing Communications
232
Stage
2:
Global Products,
Adapted Marketing Communications
232
Stage
3:
Local Products,
Local Marketing Communications
233
Global Integrated Marketing Communications
234
Conclusion
234
Notes
235
Appendix A: GNI/Capita
2001
(US$)
and
Hofstede
Country Scores for
64
Countries
237
Appendix B: Data Sources
239
Index
243
About the Author
269
Global Marketing and Advertising, Second Edition
provides a knowledge base of cultural differences and
similarities as well as a structure of how to apply this
knowledge to the management of global branding and
marketing communications. Offering a mix of theory and
practical applications, it reviews global branding strategies,
classification models of culture, and the consequence of
culture for all aspects of marketing communications.
New to the Second Edition:
•
Topics like culture and the media, the internet, and
global public relations have been added.
•
Consumer behavior is more extensively covered, and
the various topics of consumer behavior are better
structured.
•
The final chapter includes culture s consequences for
various strategic issues, such as the company s mission
statement, brand positioning strategy, and marketing
communications strategy.
•
The number of illustrations have been increased—both
recent and classic advertising examples.
Global Marketing and Advertising is ideally suited as a
textbook for courses in international or global marketing and
international or global advertising. This book will also be of
great interest to practitioners in marketing departments of
global companies and advertising agencies.
|
| any_adam_object | 1 |
| author | Mooij, Marieke K. de 1943- |
| author_GND | (DE-588)129249017 |
| author_facet | Mooij, Marieke K. de 1943- |
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| contents | The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy. |
| ctrlnum | (OCoLC)56921590 (DE-599)BVBBV019870722 |
| dewey-full | 658.8/02 658.8/0222 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8/02 658.8/02 22 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Anglistik / Amerikanistik Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV019870722 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:08:02Z |
| institution | BVB |
| isbn | 1412914752 1412914760 |
| language | English |
| lccn | 2004026086 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013195022 |
| oclc_num | 56921590 |
| open_access_boolean | |
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| physical | XVI, 269 S. Ill., graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Sage |
| record_format | marc |
| spelling | Mooij, Marieke K. de 1943- Verfasser (DE-588)129249017 aut Global marketing and advertising understanding cultural paradoxes Marieke de Mooij 2. ed. Thousand Oaks, Calif. [u.a.] Sage 2005 XVI, 269 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy. Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag gtt Culturele verschillen gtt Internationale marketing gtt Publicité - Études transculturelles Reclame gtt Target marketing Cross-cultural studies Advertising Cross-cultural studies Consumer behavior Cross-cultural studies Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Exportwerbung (DE-588)4153401-3 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Werbung (DE-588)4065541-6 s DE-604 Exportwerbung (DE-588)4153401-3 s Verbraucherverhalten (DE-588)4062644-1 s Interkulturelle Kompetenz (DE-588)4200053-1 s DE-188 http://www.loc.gov/catdir/toc/ecip053/2004026086.html Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000005&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000006&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Mooij, Marieke K. de 1943- Global marketing and advertising understanding cultural paradoxes The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture -- From value paradox to strategy. Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag gtt Culturele verschillen gtt Internationale marketing gtt Publicité - Études transculturelles Reclame gtt Target marketing Cross-cultural studies Advertising Cross-cultural studies Consumer behavior Cross-cultural studies Verbraucherverhalten (DE-588)4062644-1 gnd Exportwerbung (DE-588)4153401-3 gnd Internationales Marketing (DE-588)4125431-4 gnd Werbung (DE-588)4065541-6 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4153401-3 (DE-588)4125431-4 (DE-588)4065541-6 (DE-588)4200053-1 |
| title | Global marketing and advertising understanding cultural paradoxes |
| title_auth | Global marketing and advertising understanding cultural paradoxes |
| title_exact_search | Global marketing and advertising understanding cultural paradoxes |
| title_full | Global marketing and advertising understanding cultural paradoxes Marieke de Mooij |
| title_fullStr | Global marketing and advertising understanding cultural paradoxes Marieke de Mooij |
| title_full_unstemmed | Global marketing and advertising understanding cultural paradoxes Marieke de Mooij |
| title_short | Global marketing and advertising |
| title_sort | global marketing and advertising understanding cultural paradoxes |
| title_sub | understanding cultural paradoxes |
| topic | Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag gtt Culturele verschillen gtt Internationale marketing gtt Publicité - Études transculturelles Reclame gtt Target marketing Cross-cultural studies Advertising Cross-cultural studies Consumer behavior Cross-cultural studies Verbraucherverhalten (DE-588)4062644-1 gnd Exportwerbung (DE-588)4153401-3 gnd Internationales Marketing (DE-588)4125431-4 gnd Werbung (DE-588)4065541-6 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd |
| topic_facet | Cibles (Marketing) - Études transculturelles Consommateurs - Comportement - Études transculturelles Consumentengedrag Culturele verschillen Internationale marketing Publicité - Études transculturelles Reclame Target marketing Cross-cultural studies Advertising Cross-cultural studies Consumer behavior Cross-cultural studies Verbraucherverhalten Exportwerbung Internationales Marketing Werbung Interkulturelle Kompetenz |
| url | http://www.loc.gov/catdir/toc/ecip053/2004026086.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000005&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013195022&sequence=000006&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mooijmariekekde globalmarketingandadvertisingunderstandingculturalparadoxes |
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