Global Marketing and Advertising (5th ed.)

Understanding Cultural Paradoxes

by Marieke de Mooij

Subject categories
ISBNs
  • 9781544318134
  • 9781526453525
  • 9781526453518

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.


  • SAGE Publications; October 2018
  • ISBN: 9781526453525
  • Edition: 5
  • Read online, or download in secure PDF or secure ePub format
  • Title: Global Marketing and Advertising
  • Author: Marieke de Mooij
  • Imprint: SAGE Publications Ltd
Subject categories
ISBNs
  • 9781544318134
  • 9781526453525
  • 9781526453518

In The Press

Now in its 5th edition, Marieke de Mooij’s seminal book continues to be a guiding light for students, scholars, and practitioners of global marketing and advertising. Thoroughly grounded in the latest cutting-edge academic research, it bridges the gap between marketing and advertising theory and practice by inserting the missing link of culture. 
I have been using earlier editions of the book to great effect in my undergraduate and graduate classes which consist of a culturally mixed audience of students from the East and West. Time and again my students’ positive reactions to the book’s contents, combined with my own experience of living and working in Japan, convince me that de Mooij is onto something important. Twenty years since the first edition of the book, marketing professionals may be finally beginning to heed de Mooij’s cross-cultural marketing gospel…..or ignore it at their own peril.

Subject categories
ISBNs
  • 9781544318134
  • 9781526453525
  • 9781526453518