"Description: This highly regarded text--now revised and expanded with 50% new material--helps students and professionals mindfully build their knowledge and competencies for effective intercultural communication on any setting. The authors' comprehensive, updated theoretical framework...

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 --...