9781412979900-1412979900-Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

ISBN-13: 9781412979900
ISBN-10: 1412979900
Edition: Second
Author: Marieke de Mooij
Publication date: 2010
Publisher: SAGE Publications, Inc
Format: Paperback 424 pages
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Book details

ISBN-13: 9781412979900
ISBN-10: 1412979900
Edition: Second
Author: Marieke de Mooij
Publication date: 2010
Publisher: SAGE Publications, Inc
Format: Paperback 424 pages

Summary

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising (ISBN-13: 9781412979900 and ISBN-10: 1412979900), written by authors Marieke de Mooij, was published by SAGE Publications, Inc in 2010. With an overall rating of 4.2 stars, it's a notable title among other Economic Policy & Development (Economics, Macroeconomics, Advertising, Marketing & Sales, Consumer Behavior, Psychology & Counseling, Behavioral Sciences, General, Psychology) books. You can easily purchase or rent Consumer Behavior and Culture: Consequences for Global Marketing and Advertising (Paperback) from BooksRun, along with many other new and used Economic Policy & Development books and textbooks. And, if you're looking to sell your copy, our current buyback offer is $0.58.

Description

The Second Edition of this popular text brings up-to-date Marieke de Mooij′s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students―tomorrow′s marketing professionals―to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition′s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.

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