Consumer Behavior and Culture: Consequences for Global

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
- Used Book in Good Condition
The Second Edition of this popular text brings up-to-date Marieke de Mooijâ€²s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing studentsâ€•tomorrowâ€²s marketing professionalsâ€•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 editionâ€²s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Country USA
Brand Sage Publications
Manufacturer SAGE Publications, Inc
Binding Paperback
UnitCount 1
EANs 9781412979900
ReleaseDate 0000-00-00

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising