Main 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.
Review quote:
... Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter. P.G. Kishel(CHOICE, 20051201)
Table of contents:
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
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.
Review quote:
... Mooij has written an insightful and informative update to her earlier work about the cultural aspects of international marketing. . . . The book is filled with cultural, country, and company examples that help illustrate and explain the paradoxes international marketers are likely to encounter. P.G. Kishel(CHOICE, 20051201)
Table of contents:
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
A pioneer, now turned into a classic. This is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously.
Gert Jan Hofstede, Wageningen University & Research
Gert Jan Hofstede, Wageningen University & Research