Consumer Behavior and Culture: Consequences for Global Marketing and Advertising : by Marieke de Mooij
Price: N10300
Product Code: 1338567801
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Number of Pages: 424
Binding: Paper Back
Publisher: Sage Publications, Inc
Edition: Second Edition edit
ISSN: 9781412979900
Availability: To be delivered within 6 to 22 working days
Summary: 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.