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Global Marketing and Advertising

Global Marketing and Advertising
Understanding Cultural Paradoxes

Fifth Edition
Additional resources:

October 2018 | 512 pages | SAGE Publications Ltd

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, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.

Updates to the new edition include:

  • Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models.
  • More examples from major regions and countries from around the world
  • Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour

A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy


Click for online resources
Instructor Resources:
  • Chapter-specific PowerPoint slides,
  • Downloadable advertising images from the book
  • Chapter-specific questions and key points
  • Video examples of advertising around the world

Global Marketing and Advertising is an essential book for anyone in the field of advertising, whether global or local in focus. Students, scholars, and practitioners will have their eyes opened to cultural differences, never before noticed, greatly impacting the success or failure of marketing and advertising practices. The 5th edition continues the tradition as a fabulous learning tool and resource for undergraduate and graduate students as well as any leader managing across cultures. Eager to learn key cultural factors impacting campaigns, readers are provided with conceptual definitions, tools to assess cultural variations, and multiple global brand examples to build understanding, solidify knowledge and allow for future application.

Carrie La Ferle
Professor of Advertising, Temerlin Advertising Institute, Southern Methodist University Dallas, TX

Now in its 5th edition, Marieke de Mooij’s seminal book continues to be a guiding light for students, scholars, and practitioners of global marketing and advertising. Thoroughly grounded in the latest cutting-edge academic research, it bridges the gap between marketing and advertising theory and practice by inserting the missing link of culture. 
I have been using earlier editions of the book to great effect in my undergraduate and graduate classes which consist of a culturally mixed audience of students from the East and West. Time and again my students’ positive reactions to the book’s contents, combined with my own experience of living and working in Japan, convince me that de Mooij is onto something important. Twenty years since the first edition of the book, marketing professionals may be finally beginning to heed de Mooij’s cross-cultural marketing gospel…..or ignore it at their own peril.

Carolus Praet
Professor of Global Marketing & Director of the Glocal Education Division, Otaru University of Commerce, Japan

Great content für consumer behavior across nations

Mrs Nadine Batton
Business Administration, University of Trier
January 7, 2020