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.
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.
Up to date and relevant.
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