Global Marketing and Advertising: Understanding Cultural Paradoxes

Price: $140.00 - $89.00
(as of Apr 21, 2026 01:23:06 UTC – Details)

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.

Publisher ‏ : ‎ SAGE Publications Ltd
Publication date ‏ : ‎ November 13, 2021
Edition ‏ : ‎ Sixth
Language ‏ : ‎ English
Print length ‏ : ‎ 528 pages
ISBN-10 ‏ : ‎ 1529732506
ISBN-13 ‏ : ‎ 978-1529732504
Item Weight ‏ : ‎ 2.07 pounds
Dimensions ‏ : ‎ 2.95 x 3.64 x 0.44 inches
Best Sellers Rank: #1,933,502 in Books (See Top 100 in Books) #143 in Industrial Marketing (Books) #222 in Global Marketing (Books) #1,206 in Advertising (Books)
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