`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.