Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for...

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people's relationships with others. von Mooij,...

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...