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Global Marketing and Advertising

Global Marketing and Advertising
Understanding Cultural Paradoxes

Sixth Edition
Additional resources:

November 2021 | 528 pages | SAGE Publications Ltd

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments.

Updates to the new edition include:

  • Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization.
  • More examples from major regions and countries from around the world.
  • Broader background theory on how people use social media and extensive coverage of consumer behavior


A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Chapter 1: The Paradoxes in Global Marketing Communications
Chapter 2: Global Branding
Chapter 3: Values and Culture
Chapter 4: Dimensions of Culture
Chapter 5: Culture and Consumer Behavior
Chapter 6: Researching and Applying Cultural Values
Chapter 7: Culture and Communication
Chapter 8: Culture and the Media
Chapter 9: Culture and Advertising Appeals
Chapter 10: Culture and Executional Style
Chapter 11: From Value Paradox to Strategy
Chapter 12: Appendices


Click for Online Resources

Student resources:

  • Illustrations from the book

Lecturer resources

  • Discussion questions and activities
  • Sample exam questions
  • Exercises, charts, films and instructions

A pioneer, now turned into a classic. This is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously.

Gert Jan Hofstede, Wageningen University & Research
Wageningen University & Research

The book was written in a very communicative way, making it understandable for my students, who are mostly Indonesians. English is a foreign language for them, and the communication style of a book is very important fo these students.

Dr Kandi Sofia Dahlan
Business Administration, Universitas Bunda Mulia
January 9, 2023

Up to date and relevant.

Miss Sam Shepley
Law, Oldham College
July 11, 2022
Key features


  • Features updated information and findings from recent studies, as well as new topics, including: global public relations, culture and the media, and culture and the Internet.
  • Offers more examples from the major world regions.
  • Presents even more examples from countries around the world.
  • Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior.


  • Helps companies define cross-cultural segments to better target consumers across cultures.
  • Shows how culture affects strategic issues, such as modes of entry of international markets, the company's mission statement, brand positioning strategy, and marketing communications strategy. 
  • Includes both recent and classic advertising examples from various parts of the world and demonstrates the centrality of value paradoxes to cross-cultural marketing communications. 
  • Analyzes and uses dimensional models to help readers see how their understanding of cultural relationships in one country or region can be extended to other countries or regions.

Sage College Publishing

You can purchase this book and request an instructor sample on our US College site:

Go To College Site