Consumer Behavior and Culture: Consequences for Global...

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Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

Name: Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
ISBN: 9781412979900

Marieke de Mooij

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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.

种类:

Business & Economics - Sales & Marketing

年:

2010

出版:

Second Edition

出版社:

Sage Publications, Inc

语言:

english

页:

424