Global Marketing and Advertising: Understanding Cultural

Global Marketing and Advertising: Understanding Cultural Paradoxes

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Global Marketing and Advertising: Understanding Cultural Paradoxes