{"product_id":"9781412970419","title":"Global Marketing and Advertising: Understanding Cultural Paradoxes","description":"\u003cp\u003ePacked with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising, Third Edition, 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 communications. \u003cbr\u003e\u003cbr\u003eIn this Third Edition, author Marieke de Mooij includes new topics and updated information and findings from recent studies and helps readers apply global marketing concepts to the management of global branding and marketing communications. \u003cbr\u003e\u003cbr\u003eNew and Continuing Features \u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIncludes new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior \u003c\/li\u003e\n\u003cli\u003eHelps companies define cross cultural segments to better target consumers across cultures \u003c\/li\u003e\n\u003cli\u003eShows how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy \u003c\/li\u003e\n\u003cli\u003eIncludes both recent and classic advertising examples from various parts of the world Demonstrates the centrality of value paradoxes to cross cultural marketing communications \u003c\/li\u003e\n\u003cli\u003eUses the Hofstede model to help readers see how their understanding of cultural relationships in one country\/region can be extended to other countries\/regions \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eInstructor Resources on CD, including discussion questions, PowerPoint slides, illustrations from the book, sample test questions, and video clips are available to qualified instructors by contacting SAGECustomer Care at 1-800-818-SAGE (7243) between 6 a.m. and 5 p.m. PST. \u003cbr\u003e\u003cbr\u003eGlobal Marketing and Advertising is intended for use in courses in International or Global Marketing and International or Global Advertising, and is also a valuable resource for practitioners in global marketing departments of global companies and advertising agencies.\u003c\/p\u003e  ","brand":"SAGE Publications","offers":[{"title":"Default Title","offer_id":47061175992560,"sku":"9781412970419","price":80.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781412970419_p0.jpg?v=1763725590","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781412970419","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}