Consumer Behavior and Culture

Consequences for Global Marketing and Advertising

Inbunden, Engelska, 2019

Av Marieke de Mooij, Marieke de Mooij, Marieke De Mooij

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Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy.

This edition has been updated to include:

An insight into the different roles of the internet and the growing influence of social media
An 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
Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures

Produktinformation

Utgivningsdatum2019-07-05
Mått186 x 232 x 30 mm
Vikt1 000 g
FormatInbunden
SpråkEngelska
Antal sidor472
Upplaga3
FörlagSAGE Publications
ISBN9781544318158

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och ledarskap
Entreprenörskap inom Ekonomi och ledarskap
Mikroekonomi inom Ekonomi och ledarskap
Reklam inom Ekonomi och ledarskap

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.

"Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers’ cultures is an essential condition for becoming an international marketing professional"