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Can I read Consumer Behavior and Culture : Consequences for Global Marketing and Advertising on EtoBox?
Consumer Behavior and Culture : Consequences for Global Marketing and Advertising by Mooij, Marieke K. de is a business book available to read on EtoBox.
What is Consumer Behavior and Culture : Consequences for Global Marketing and Advertising about?
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. ** Review "Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant." (Geert Hofstede) "Prof. De Mooij helps the reader navigate unknown landscap
Who reads Consumer Behavior and Culture : Consequences for Global Marketing and Advertising?
It is typically read by working professionals who need an authoritative practice reference.
Common subject areas: medicine, law, business, engineering.
- Author
- Mooij, Marieke K. de
- Publisher
- SAGE Publications, Incorporated
- Published
- 2010
- Language
- EN
- ISBN
- 9781452223827
- Category
- business
- Subjects
- Marketing, Psychology, Management
- Rating
- 4.3 / 5 (14 ratings)
- Updated
- 2026-03-14
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