Consumer Behavior And Culture: Consequences For Global Marketing And Advertising
ISBN : 9781412979900
Condition : New
Shipping & Tax will be calculated at Checkout.
Estimated delivery time 7-14 days.
International delivery time 2 to 4 weeks.
Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
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.
Specification of Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
|Author||Marieke de Mooij|
|Publisher||SAGE Publications, Inc|
Write a review
Note: HTML is not translated!
Rating: Bad Good
Enter the code in the box below: