Review of Global Marketing & Advertising: Understanding Cultural Paradoxes by Marieke de Mooij

Global Marketing & Advertising is a great reference for understanding the implications of cultural differences for marketing and advertising. Marieke de Mooij outlines the role of culture in shaping values, the most common approaches to understanding dimensions of culture, and the impact of culture on consumer behaviour.

The book is full of examples and case studies across a range of product categories, as well as clear advice on researching cultural differences and developing culturally appropriate communication strategies. The appendices contained detailed references to other reading and materials, including databases of information used for many of the examples. If you find this book useful, the author has also penned Consumer Behavior and Culture which focuses more on consumers and how behaviors around the world are diverging as well as converging

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