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Consumer behavior and culture - Marieke K. de Mooij
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Title
Consumer behavior and culture - consequences for global marketing and advertising
Consumer behavior and culture - consequences for global marketing and advertising
Author
Marieke K. de Mooij
Marieke K. de Mooij
format
Paperback / softback
Paperback / softback
Publisher
SAGE
SAGE
Language
English
English
UK Publication Date
20101116
20101116
Description
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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