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What is included with this book?
| Foreword | |
| Preface | |
| Summary of the Book | |
| 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 | |
| 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 | |
| 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 | |
| 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 | |
| Culture and Consumer Behavior | |
| Consumer behavior | |
| Consumer attributes | |
| The concept of self | |
| Personality | |
| Personality traits | |
| Identity and image | |
| Personality and identity in marketing | |
| Attitude | |
| Lifestyle | |
| Social processes | |
| Needs | |
| Motivation | |
| Buying motives | |
| Emotion | |
| Emotions in advertising | |
| Group processes | |
| Opinion leaders | |
| Mental processes | |
| Language, perception and memory | |
| Locus of control | |
| Information processing | |
| Decision making | |
| Consumer decision making styles | |
| Business decision making | |
| Consumer behavior domains | |
| Product acquisition, ownership and usage | |
| Complaining behavior | |
| Brand loyalty | |
| Diffusion of innovations | |
| Researching and Applying Cultural Values | |
| Value research | |
| Value priorities vary | |
| Mixing terminal and instrumental values | |
| Value shift | |
| Culture-specific values | |
| Belgian values | |
| Dutch values | |
| Indian values | |
| Japanese values | |
| Important values don't translate | |
| Measuring cultural values | |
| Measuring the desired versus the desirable | |
| Individual- and culture-level | |
| Equivalence of survey data | |
| Sample equivalence | |
| Linguistic and conceptual equivalence | |
| Metric equivalence | |
| Comparing dimensional models | |
| Applying the Hofstede dimensions to marketing and advertising | |
| Understanding manifestations of culture | |
| Comparing groups of cultures | |
| Cause-effect | |
| Commercial value and lifestyle research | |
| Value structure maps | |
| Culture and Communication | |
| Communication and culture | |
| Interpersonal communication styles | |
| Interpersonal communication and the electronic media | |
| Mass communication styles | |
| Advertising styles | |
| The purpose of marketing communication | |
| Informational versus emotional | |
| Measuring advertising: Persuasion of likeability | |
| How advertising works | |
| The hierarchy of effects | |
| High- and low involvement | |
| Visuals in advertising | |
| Appreciation of advertising in general | |
| Public relations | |
| Web site design | |
| Design: Logo, product, package and retail design | |
| Culture and the Media | |
| An ever changing media landscape | |
| Media usage across cultures | |
| Television | |
| IPTV | |
| Radio | |
| Press media | |
| The mobile phone | |
| The world-wide web | |
| E-commerce | |
| Search marketing | |
| The social and entertainment roles of the internet | |
| Social networks | |
| The blog | |
| Internet advertising | |
| Ad format acceptability and effectiveness | |
| Viral marketing | |
| Online video advertising | |
| Mobile marketing and advertising | |
| Will the worldwide web facilitate standardization? | |
| The organization of international media planning | |
| Culture and Advertising Appeals | |
| Appeals in advertising | |
| The value paradox as an effective advertising instrument | |
| Equality paradox | |
| Dependence and freedom paradoxes | |
| Success paradoxes | |
| The innovation and global paradox | |
| Examples of appeals by dimension | |
| Power distance | |
| Individualism/Collectivism | |
| Masculinity/Femininity | |
| Uncertainty avoidance | |
| Long-term orientation | |
| Consequences for advertising concepts | |
| Do great ideas travel? | |
| The country-of-origin appeal | |
| Why humor doesn't travel | |
| Executional Style and Culture | |
| Classifications of advertising forms | |
| Seven basic advertising forms worldwide | |
| Announcement | |
| Association transfer | |
| Lesson | |
| Drama | |
| Entertainment | |
| Imagination | |
| Special effects | |
| Relationship basic form, culture and product category | |
| From Value Paradox to Strategy | |
| A company's mission and vision | |
| Corporate identity | |
| Product/market development across cultures | |
| Branding and culture | |
| Brand positioning across cultures | |
| External aspects: Product usage and brand image | |
| Product usage | |
| Brand image | |
| Internal aspects: Brand identity & personality and brand values | |
| Brand identity and personality | |
| Brand values | |
| Brand positioning matrix | |
| Marketing communication strategy | |
| Fully standardized: One product or brand, display | |
| Semi-standardized: One brand, One advertising form, and Standard execution | |
| One brand, one form, varying standard executional elements | |
| One or different brand names, one advertising form, different executions | |
| One or different brand names, one concept, different executions based on culture-fit advertising styles | |
| Cultural segmentation: act global, think local | |
| Communication strategy by stage of market development | |
| global products, global marketing communications | |
| Global products, adapted marketing communications | |
| Local products, local marketing communications | |
| GNP/capita 2007 (US$) and Hofstede Country scores for 66 countries | |
| Data sources | |
| Index | |
| About the author | |
| Table of Contents provided by Ingram. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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