Key features

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• •Includes new topics, including global public relations, culture and the media, and culture and the Internet, along with more extensive coverage of consumer behavior
• •Helps companies define cross cultural segments to better target consumers across cultures
• •Shows how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy
• •Includes both recent and classic advertising examples from various parts of the world Demonstrates the centrality of value paradoxes to cross cultural marketing communications
• •Uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions