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.

With an exciting new look, new characters to meet, and its unique combination of humour and step-by-step instruction, this award-winning book is the statistics lifesaver for everyone. From initial theory through to regression, factor analysis and multilevel modelling, Andy Field animates statistics and SPSS software with his famously bizarre examples and activities. What's brand new: A radical new design with original illustrations and even more colour A maths diagnostic tool to help students...