Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

Front Cover
SAGE, Sep 29, 2010 - Business & Economics - 424 pages
1 Review
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.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

01De Mooij 2e46409
1
02De Mooij 2e46409
27
03De Mooij 2e46409
67
04De Mooij 2e46409
109
05De Mooij 2e46409
157
06De Mooij 2e46409
211
07De Mooij 2e46409
263
08De Mooij 2e46409
311
09App ADe Mooij 2e46409
363
10App BDe Mooij 2e46409
365
11Au IndexDe Mooij 2e46409
373
12Su IndexDe Mooij 2e46409
385
13ABADe Mooij 2e46409
401
Copyright

Other editions - View all

Common terms and phrases

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.

Bibliographic information