Marieke de Mooij argues persuasively in the second edition of Global Marketing and Advertising that the spread of western consumption patterns around the world is not creating a universal culture, but rather is causing people to become more aware of their local values. The message for global brands and marketers is that culture-based conclusions at home may not be exportable to other cultures without significant modifications.

A welcome addition to this edition is the inclusion of new information about global brands and branding. Well illustrated, with data for 64 countries in Europe, Asia and North America.