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.A A
New to the Second Edition:A A
- 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
- Twice as many illustrations as the First Edition— both recent and classic advertising examples added
- A CD with the TV commercials and original print ads covered in the book is available from the author www.mariekedemooij.com