Preface
Chapter 1The Growth of Cross-cultural Business and Advertising - Structural Changes in the Global Advertising Industry
Chapter 2Advertising and Culture
Chapter 3Global Advertising Market and Cross-cultural Advertising Communication
Chapter 4Methodology - Cross-cultural Studies in International Advertising Research
Chapter 5Cultural Variability
Chapter 6Coordinating and Controlling Cross-Cultural Advertising - Standardization vs. Differentiation Strategy
Chapter 7Empirical Studies of Cross-cultural Advertising
Chapter 8Cross-cultural Advertising Blunders
Chapter 9Theoretical Challenges and Future Directions in Global Consumer Psychology: Insights and Perspectives
References