Advertising and Culture

 Preface
 Chapter 1 The Growth of Cross-cultural Business and Advertising - Structural Changes in the Global Advertising Industry
 Chapter 2 Advertising and Culture
 Chapter 3 Global Advertising Market and Cross-cultural Advertising Communication
 Chapter 4 Methodology - Cross-cultural Studies in International Advertising Research
 Chapter 5 Cultural Variability
 Chapter 6 Coordinating and Controlling Cross-Cultural Advertising - Standardization vs. Differentiation Strategy
 Chapter 7 Empirical Studies of Cross-cultural Advertising
 Chapter 8 Cross-cultural Advertising Blunders
 Chapter 9 Theoretical Challenges and Future Directions in Global Consumer Psychology: Insights and Perspectives
 References