Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strateg

The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to

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

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

Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market