Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
Marieke de Mooij
SAGE Publications, Sep 29, 2010 - Business & Economics - 403 pages
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