Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

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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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Contents

01De Mooij 2e46409
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02De Mooij 2e46409
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03De Mooij 2e46409
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04De Mooij 2e46409
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05De Mooij 2e46409
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06De Mooij 2e46409
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07De Mooij 2e46409
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08De Mooij 2e46409
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09App ADe Mooij 2e46409
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10App BDe Mooij 2e46409
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11Au IndexDe Mooij 2e46409
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12Su IndexDe Mooij 2e46409
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13ABADe Mooij 2e46409
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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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