Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) 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.Many Internet global commercial services originally initiated in the United States and later were exported to other countries, continents, and cultures. It appears this ... homepages. Local homepages in MSN tended to differ from the U.S. homepage over time in terms ofboth content and form. ... For example, for the classic media, the cost per gross rating point (GRP) will differ across countries. As a resultanbsp;...
|Title||:||Global Marketing and Advertising: Understanding Cultural Paradoxes|
|Author||:||Marieke de Mooij|
|Publisher||:||SAGE Publications - 2013-08-27|