Praise for the First Edition`Marieke de Mooij's insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text' - Choice
The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition:
- Topics including culture and the media, the internet and global public relations
- Consumer behavior is more extensively covered
- Consideration of culture's consequences for various strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications
- Twice as many illustrations -both recent and classic advertising examples have been added.
- ISBN10 1452209413
- ISBN13 9781452209418
- Publish Date 1 March 2005 (first published 10 September 1997)
- Publish Status Active
- Out of Print 3 April 2021
- Publish Country US
- Imprint SAGE Publications Inc
- Edition 2nd Revised edition
- Format eBook
- Pages 288
- Language English