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This information was of great interest to me because it is written for practitioners in international marketing departments of global companies and advertising agencies. Recently, both the marketing and advertising fields, in which I am interested in studying, have been lacking a knowledge base of cultural differences and similarities that can be used for developing global strategies in the industries. I learned a lot about target marketing and consumer behavior (wants and demands) because it plays such an important role in selling products and services. 


Kishel, P G. Global Marketing and Advertising: Understanding Cultural Paradoxes. Vol. 43. Middletown: American Library Association dba CHOICE, 2005. 149. WMU Library. Web. 10 Apr. 2012. <http://libproxy.library.wmich.edu/login?url=http://search.proquest.com/docview/225801893?accountid=15099>.