Description
Marieke de Mooij, Global Marketing, and Advertising
Filled with real-world examples from different cultures, companies, and countries, this book blends theory with practical insights on globalization, global branding, cultural classification models, and how culture impacts every aspect of marketing communications.
The author guides readers in identifying cross-cultural segments to more effectively reach consumers across different cultures. The book also explores how culture influences key strategic decisions, such as a company’s mission statement, brand positioning, and marketing communications strategy. It highlights the importance of understanding value paradoxes in cross-cultural marketing and uses models like Hofstede’s to show why strategies successful in one country often need adjustments to work in another.
