Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology,
philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking
is a knowledge base of cultural differences and similarities, that can be used for developing global strategies.
This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and
advertising.
Global Marketing and Advertising describes: the characteristics of a global brand; how advertising adds value to
brands; the concept of culture and culture's consequences for values and motivation in advertising.
Table of Contents
Foreword by Geert Hofstede Preface Summary of the Book Chapter 1: The Paradoxes In Global Marketing Communications The value paradox The global-local paradox The technology paradox The media paradox Paradoxes in global marketing theory Local markets are people, global markets are products Focus on a unique individual Globalization Convergence and divergence of consumer behavior The global-local dilemma in global marketing Global communities Global or local? The standardization-adaptation debate Review of a 50 year debate The variables that influence the standardization-adaptation decision Effect on performance Chapter 2: Global Branding Global branding Branding The brand concept and branding models Brand equity Brand architecture The global brand Perception of global brands by consumers Global brand strategies The global company's brand portfolio Global brand communications The importance of culture for global communications The brand as an association nework Chapter 3: Values and Culture The value concept Values are enduring The value paradox: The desirable and the Desired Culture defined Cultural universals Selective perception Stereotyping Manifestations of culture Signs, symbols and body language Imagery and music Thinking patterns and intellectual styles Language Comparing cultures Comparing nations Chapter 4: Dimensions of Culture Classifying cultures High- and low-context cultures Dimensions of time Closure Time orientation towards the past, present or future Time is linear or circular Monochronic and polychronic time Cause and effect Relationship of man with nature Hofstede's five dimensions of national culture Power distance (PDI) Individualism/collectivism (IDV) Masculinity/femininity (MAS) Uncertainty avoidance (UAI) Long-term orientation (LTO) Configurations of dimensions The USA The Netherlands Japan Chapter 5: Culture and Consumer Behavior Consumer behavior Consumer attributes The concept o
