Consumer Behavior and Culture: Consequences for Global Marketing and Advertising - Couverture souple

Couverture souple

ISBN 10 : 1412979900 ISBN 13 : 9781412979900

Editeur : SAGE Publications Inc, 2010

Synopsis

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 studentstomorrow's marketing professionalsto 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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: SAGE Publications Inc
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 1412979900
• ISBN 13: 9781412979900
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 400
• Éditeur: De Mooij Marieke
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible