Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

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Marieke de Mooij
SAGE Publications, Sep 29, 2010 - Business & Economics - 403 pages
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The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates:

- A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour.

- Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research.

- All data, charts, tables and additional material have been updated

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About the author (2010)

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

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