The paradoxes in global marketing communications -- The global local paradox in global branding -- Culture -- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in advertising appeals -- Executional style and culture --...

"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 all aspects of marketing communications"--