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Consumer behaviour and culture : Consequences for Global Marketing and Advertising. Second Edition

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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Detail Information

Series Title

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Call Number

658.8342 Moo c

Publisher

Thousand Oaks, California : SAGE., 2011

Collation

400 p.

Language

English

ISBN/ISSN

9781412979900

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

Second Edition

Subject(s)

MIDDLE MANAGER

Specific Detail Info

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Statement of Responsibility

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Other version/related

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