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Consumer behaviour and culture : Consequences for Global Marketing and Advert…
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 acr…
- Edition
- Second Edition
- ISBN/ISSN
- 9781412979900
- Collation
- 400 p.
- Series Title
- -
- Call Number
- 658.8342 Moo c
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