Global Marketing and Advertising

Featuring cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this book offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequence [...]
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Featuring cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, this book offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for marketing communications.