With the growth of worldwide e‐commerce, companies are increasingly targeting foreign
online consumers. However, there is a dearth of evidence as to whether global consumers …

Back Cover Copy-Usunier" This book is noteworthy in its content and approach as well as in
generating class discussion on intercultural marketing relations, exchange, and …

Through our cultural-historical analysis, we have drawn attention to how the emergence of
advertising forms within mediated communication radically changed the cultural discourse of …

This paper reviews and critiques the standardization debate in international advertising
strategy. First, the paper identifies the standardization, adaptation and compromise schools …

Within a short period of just over a decade, IMC has swept around the world and become the
accepted norm of businesses and apparently the agencies that service their needs. Here we …

Now available in a significantly updated third edition to address new issues such as the
Internet and globalization, Social Communication in Advertising remains the most …

Both secondary and primary data (face‐to‐face interviews with 29 marketing or
communication managers of UK online consumer retail firms) are analysed in order to …

We investigate how brand managers create regional Asian brands and show how some of
them are attempting to forge new webs of interconnectedness through the construction of a …

Package graphic design is a powerful tool for brand communication. Yet, an important
question is how the designs are understood across cultures. A considerable amount of …

Understanding and adapting to local cultures has long been considered as an important part
of successful localization, yet extant literature has not discussed how the adoption of cultural …