"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." "Global Marketing and Advertising is ideally suited as a textbook for courses in international or global marketing and international or global advertising. This book will also be of great interest to practitioners in marketing departments of global companies and advertising agencies."--Jacket.