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OverviewFull Product DetailsAuthor: Anuradha Bhattacharjee (Professor, Professor, Consultant (Marketing and Strategy), Puducherry, India)Publisher: OUP India Imprint: OUP India Dimensions: Width: 14.30cm , Height: 2.30cm , Length: 22.10cm Weight: 0.378kg ISBN: 9780199453566ISBN 10: 019945356 Pages: 244 Publication Date: 05 September 2019 Audience: College/higher education , Professional and scholarly , Tertiary & Higher Education , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: To order  Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us. Table of ContentsList of Figures and Tables Introduction PART I 1 What Is Culture? 2 Prejudice and Stereotyping 3 Toward Larger Unities 4 What Is Globalization? 5 Country of Origin Perceptions 6 Globalization: Toward a Post-Modern Phase? 7 Impact of Multiculturalism PART II 8 From the Margins to the Center: The Global South 9 Emerging Markets and Their Potential: Post-liberalization India 10 Where India Is Now 11 The China Factor in Southeast Asia 12 Setting the Scene in South Asia 13 The Automobile Category Conclusions Index About the AuthorReviewsIn-depth analysis has been undertaken and [it] represents a substantial contribution. It is detailed and is a sincere attempt of comparisons between countries. The study is unique and a comprehensive comparison [is done] by the author on the cultural diversity of advertising. The numerous examples give insights to the variety of appeals and put it in perspective in the management of multi-cultural communications. The book analyses 5000 ads across France, Germany and India that were printed in comparable national news magazines in the three countries. A lot of analysis has been done which forms an interesting read especially for marketing professionals. It explores the cultural nuances and provides deep insights of consumers across the three countries which are relevant for marketing professionals both in multinational organizations and organizations planning to export or market to these countries. The scholarship is excellent and translations are accurate. In-depth analysis has been undertaken and [it] represents a substantial contribution. It is detailed and is a sincere attempt of comparisons between countries. The study is unique and a comprehensive comparison [is done] by the author on the cultural diversity of advertising. The numerous examples give insights to the variety of appeals and put it in perspective in the management of multi-cultural communications. The book analyses 5000 ads across France, Germany and India that were printed in comparable national news magazines in the three countries. A lot of analysis has been done which forms an interesting read especially for marketing professionals. It explores the cultural nuances and provides deep insights of consumers across the three countries which are relevant for marketing professionals both in multinational organizations and organizations planning to export or market to these countries. The scholarship is excellent and translations are accurate. Author InformationAnuradha Bhattacharjee currently works as a consultant (marketing & strategy), faculty, and cross-cultural trainer for multinational corporations in India and abroad. Tab Content 6Author Website:Countries AvailableAll regions |
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