Global Marketing and Advertising

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Foreword by Geert Hofstede
Preface to the second edition
Summary of the Book
Chapter 1: The paradoxes in global marketing communications
The value paradox
The paradoxes in marketing theory
The global advertising paradox
The research paradox
The culture paradigm
Chapter 2: The global local paradox in global branding
Global branding
Perception of global brands by consumers
Global branding strategies
The global-local dilemma
Global communities
Convergence and divergence of consumer behavior
Global or local? Factors that influence standardization
The role of advertising in global branding
The importance of culture for global advertising
Global branding means adding value to global products
Chapter 3: Culture
Culture defined
Cultural universals
Manifestations of culture
Selective perception
Stereotyping
Thinking patterns and intellectual styles
Language
Signs, symbols and body language
Imagery and music
Global culture
Chapter 4: Dimensions of culture
Comparing cultures
Classifying cultures
High- and low-context cultures
Dimensions of time
Relationship of man with nature
Hofstede′s five dimensions of national culture
Configurations of dimensions
Chapter 5: Values and marketing
The value concept
Cross-cultural value research
Culture-specific values
Important values don′t translate
Value and lifestyle research
Value and lifestyle research for global marketing
The value concept in international marketing and advertising strategy
Chapter 6: Culture and consumer behavior
Consumer behavior
Consumer attributes
Social processes
Mental processes
Consumer behavior domains
Chapter 7: Advertising and the media
Communication and culture
Mass communication styles
Advertising styles
The purpose of marketing communication
How advertising works
Models of how advertising works
Public Relations
The Media
The Internet
Chapter 8: Value paradoxes in advertising appeals
Appeals in advertising
The value paradox: the desirable and the desired
The value paradox as an effective advertising instrument
Examples of appeals by dimension
Consequences for advertising concepts
Do great ideas travel?
Why humor doesn′t travel
Chapter 9: Executional style and culture
Classifications of advertising forms
Seven basic advertising forms worldwide
Relationship basic form, culture and product category
Chapter 10: From value paradox to strategy
A company′s mission and vision
Corporate identity
Product/market development across cultures
Brand positioning across cultures
External aspects: Product usage and brand image
Internal aspects: Brand identity & personality and brand values
Brand positioning matrix
Marketing communication strategy
Levels of communication by stage of market development
Global Integrated marketing communications
Appendix
References
About the Author