Consumer Behavior and Culture : Consequences for Global Marketing and Advertising

de Mooij, Marieke

ISBN 10: 0761926690 ISBN 13: 9780761926696
Verlag: SAGE Publications, Incorporated, 2003
Gebraucht Softcover

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Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Bestandsnummer des Verkäufers GRP83239218

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Inhaltsangabe:

Consumer Behavior and Culture reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.

reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.

Key Features:

  • A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing
  • A discussion of consumer behavior theories and cultural variations from around the world
  • Coverage of a number of consumer behavior domains, including explanations of differences in consumption and ownership, all based on empirical evidence
  • In addition to anecdotal evidence, the consequences of branding and marketing communication strategy are presented and analyzed

Über die Autorin bzw. den Autor: 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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Bibliografische Details

Titel: Consumer Behavior and Culture : Consequences...
Verlag: SAGE Publications, Incorporated
Erscheinungsdatum: 2003
Einband: Softcover
Zustand: Good

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