Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that adver

The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The a

Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing compl

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in th

This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and po