Global Marketing and Advertising : Understanding Cultural Paradoxes (Paperback, 6 Revised edition)

Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and the Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy
Chapter 12: Appendices