Global Marketing and Advertising: Understanding Cultural Paradoxes
Global Marketing and Advertising explores how cultural values influence consumer behavior, advertising, and marketing strategy across national borders. Marieke De Mooij examines the cultural paradoxes that challenge global businesses and offers insight into creating communication that is more responsive to diverse international markets.
About This Book
Global Marketing and Advertising examines the relationship between culture and international marketing communication.
Marieke De Mooij explores cultural differences and the paradoxes they create for companies working across national markets.
The book considers how marketers can understand consumer behavior, advertising, and brand communication in a global context.
It offers a framework for recognizing cultural influences when developing and adapting marketing strategies worldwide.
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