Mooij, a researcher and consultant in cross-cultural communication who taught culture, marketing, and advertising at the U. of Navarra, Spain, offers a textbook on culture’s influence on global
marketing and advertising, arguing that the main focus should be the effectiveness of cultural segmentation, not the efficiency of standardization. She covers the value paradox and other
paradoxes in globalization and global marketing theory, the global-local dilemma, myths of global marketing, branding, values and culture, classifications of culture, communication advertising
appeals, and advertising forms and how they are culture-related. This edition has updated information and findings from recent studies, in addition to new topics like global public relations,
the media, and the internet and mobile phones, as well as more on consumer behavior. It includes three new dimensional models, including why the Hofstede model is the most useful one. It adds a
chapter on researching and applying cultural values; moves the value structure map to the chapter on strategy; moves public relations, product and packaging design, and retail to the final
chapter on strategy; adds a summary of market entry strategies and the marketing mix; and includes information on culture’s influence on traditional media. Sections have been added on human
communication across cultures and how different age-old philosophies of each world region are the basis of human communication. Some illustrations and charts have been updated or replaced.
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