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 --...

"In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and...