Global Marketing and Advertising , Second Edition provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing communications.A A New to the Second Edition :A A Topics like culture and the media, the internet and global public relations have been added Consumer behavior is more extensively covered, and the various topics of consumer behavior are better structured The final chapter includes culture"s consequences for various strategic issues, such as the company"s mission statement, brand positioning strategy, and marketing communications strategy Twice as many illustrations as the ...