Cultural Influences on Global Marketing (Preliminary Edition) PDF Download
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Author: Constantine Polychroniou
Publisher: Cognella Academic Publishing
ISBN: 9781516536313
Category :
Languages : en
Pages :
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Book Description
Author: Constantine Polychroniou
Publisher: Cognella Academic Publishing
ISBN: 9781516536313
Category :
Languages : en
Pages :
Get Book Here
Book Description
Author: Constantine Polychroniou (G.)
Publisher: Cognella Academic Publishing
ISBN: 9781516536337
Category : Cultural pluralism
Languages : en
Pages : 248
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Book Description
Cultural Influences on Global Marketing introduces students to topics that are critical to the success of the contemporary international marketer. Readers learn how culture affects the political, economic, and regulatory systems, as well as marketing behavior, purchasing, consumption, and decision-making. They learn the importance of cultural awareness, cultural knowledge, cultural competence, and empathy in developing effective communications and managing their presence in foreign markets. Section I of the text contains 13 chapters that address fundamental issues concerning international marketing, including the impact of foreign cultural environment on international marketing operations, the formulation of the marketing mix, global and multi-domestic strategy, foreign market entry methods, trade agreements, cross-cultural negotiations, global value creation, and more. Section II features carefully curated cases that illuminate the unique and varied experiences of international marketers. These selections provide students with experiential knowledge and highlight how the cultural environments of foreign markets can affect levels of success. Designed to help future global marketers think critically about how culture can influence international marketing efforts, Cultural Influences on Global Marketing is an ideal text for courses in global marketing and international business relations.
Author: Marieke de Mooij
Publisher: SAGE
ISBN: 1526453517
Category : Business & Economics
Languages : en
Pages : 582
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Book Description
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Author: Marieke de Mooij
Publisher: SAGE Publications
ISBN: 1412979900
Category : Business & Economics
Languages : en
Pages : 425
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Book Description
The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Author: Jean-Claude Usunier
Publisher: Prentice-Hall PTR
ISBN:
Category : Business & Economics
Languages : en
Pages : 652
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Book Description
Based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices, this work offers an approach to global marketing. It emphasizes comparisons of global and local consumption.
Author: Marieke K. de Mooij
Publisher: SAGE
ISBN: 1412914760
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text′ - Choice The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition: - Topics including culture and the media, the internet and global public relations - Consumer behavior is more extensively covered - Consideration of culture′s consequences for various strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications - Twice as many illustrations -both recent and classic advertising examples have been added.
Author: Emily Bloom
Publisher: GRIN Verlag
ISBN: 3668077568
Category : Social Science
Languages : en
Pages : 19
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Book Description
Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
Author: Charles R. Taylor
Publisher: Elsevier
ISBN: 0762314125
Category : Business & Economics
Languages : en
Pages : 309
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Book Description
Sections cover prescription drug advertising and buyer behaviour, emotions and their impact on consumers, cultural factors in consumer behaviour and buyer behaviour in interactive contexts.
Author: Marieke de Mooij
Publisher: SAGE
ISBN: 1529764742
Category : Business & Economics
Languages : en
Pages : 434
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Book Description
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Author: Khosrow-Pour, D.B.A., Mehdi
Publisher: IGI Global
ISBN: 1522569812
Category : Business & Economics
Languages : en
Pages : 339
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Book Description
One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.
