Global Marketing and Advertising (Paperback: 336 pages)

It reviews the assumed effects of globalization, global branding strategies, classification models of culture and the consequence of culture for all aspects of marketing communications. It shows how value paradoxes are central elements of cross cultural marketing communications. Like in the second edition the Hofstede model is central to explanations of culture's consequences for global branding and advertising. It helps generalizing phenomena, so understanding cultural relationships in one country or region can be extended to other countries or regions.

This third edition includes new topics like culture and the media, both traditional media and new media like the internet and mobile phone and the cultural aspects of design. The influence of culture on consumer behavior is extensively covered. 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. Findings from studies up to 2008 are included. The book includes many illustrations and charts that illustrate relationships between consumption and culture, both recent and classic advertising examples. The appendix includes a list of countries with the Hofstede scores for students to do their own cultural analysis. A central element throughout the book is cross-cultural communication behavior. Variations ofinterpersonal communication are reflected in business communication. Understanding these differences is the basis of proper global business behavior.

Most global companies have become aware of the fact that people are not the same across countries and that they are not becoming the same either. This book can help them to be more competitive in foreign countries by defining meaningful cross-cultural segments instead of wasting advertising money on standardized global advertising.

Features and Benefits

1. It vocalizes and structures cultural differences for improved global marketing and advertising

2. It provides many examples of advertising from various parts of the world.

3. It focuses on cross cultural communications that influence both interpersonal behavior across cultures and marketing communications

4. It helps companies to define cross cultural segments to better target consumers across cultures