Consumer Behavior and Culture: Consequences for Global Marketing and Advertising,New

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising,New

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SKU: DADAX1412979900
Brand: SAGE Publications, Inc
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The Second Edition of this popular text brings uptodate 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 studentstomorrow's marketing professionalsto 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.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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