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Consumer Behavior and Culture

Consequences for Global Marketing and Advertising

Consumer Behavior and Culture by Marieke de Mooij
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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.
SAGE Publications; September 2010
424 pages; ISBN 9781452236230
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Title: Consumer Behavior and Culture
Author: Marieke de Mooij
 
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ISBNs
9781412979900
9781452223827
9781452236230