- Mooij, Marieke K. de, 1943-
- Target marketing -- Cross-cultural studies.
- Advertising -- Cross-cultural studies
- Consumer behavior -- Cross-cultural studies.
- 1412970415 (pbk.) :
- 9781412970419 (pbk.) :
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- Previous ed.: 2005.
- Includes bibliographical references and index.
- Foreword by Geert Hofstede Preface Summary of the Book Chapter 1: The Paradoxes In Global Marketing Communications The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, global markets are products Focus on a unique individual Globalization Convergence and divergence of consumer behavior The global-local dilemma in global marketing Global communities Global or local? The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company's brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: Values and Culture The value concept Values are enduring The value paradox: The desirable and the Desired Culture defined Cultural universals Selective perception Stereotyping Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter 4: Dimensions of Culture Classifying cultures High- and low-context cultures Dimensions of time Closure Time orientation towards the past, present or future Time is linear or circular Monochronic and polychronic time Cause and effect Relationship of man with nature Hofstede's five dimensions of national culture Power distance (PDI) Individualism/collectivism (IDV) Masculinity/femininity (MAS) Uncertainty avoidance (UAI) Long-term orientation (LTO) Configurations of dimensions The USA The Netherlands Japan Chapter 5: Culture and Consumer Behavior Consumer behavior Consumer attributes The concept of self Personality Personality traits Identity and image Personality and identity in marketing Attitude Lifestyle Social processes Needs Motivation Buying motives Emotion Emotions in advertising Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information processing Decision making Consumer decision making styles Business decision making Consumer behavior domains Product acquisition, ownership and usage Complaining behavior Brand loyalty Diffusion of innovations Chapter 6: Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don't translate Measuring cultural values Measuring the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure maps Chapter 7: Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: Persuasion of likeability How advertising works The hierarchy of effects High- and low involvement Visuals in advertisi
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