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Consumer Behavior and Culture: Consequences for Global Marketing and Advertising de Marieke de Mooij

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

Autor Marieke de Mooij
en Limba Engleză Paperback – 4 iul 2019
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
 
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Specificații

ISBN-13: 9781544318165
ISBN-10: 1544318162
Pagini: 472
Dimensiuni: 186 x 232 x 29 mm
Greutate: 0.86 kg
Ediția:Third Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom

Recenzii

"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"
 

Cuprins

Preface
Chapter 1: Consumer Behavior Across Cultures
Chapter 2: Values and Culture
Chapter 3: Convergence and DIvergence in Consumer Behavior
Chapter 4: The Consumer: Attributes
Chapter 5: Social Processes
Chapter 6: Mental Processes
Chapter 7: Culture, Communication, and Media Behavior
Chapter 8: Consumer Behavior Domains

Notă biografică

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.

Descriere

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.