Add to ORKGThe 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, ...
[extract] Globalization leads to a need to understand consumer behavior across national boundaries. ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
A book review by Frauke Hachtmann of Consumer Behavior and Culture: Consequences for Global Marketin...
A book review by Frauke Hachtmann of Consumer Behavior and Culture: Consequences for Global Marketin...
O ne of the most difficult choices that multinational corporations face isdeciding whether to run th...
Consumers are accustomed to the value systems, beliefs and perception processes in the particular cu...
Scholars assert that even though globalisation receives significant attention, research on the effec...
Increasingly, advertising examples are being analyzed and used as yet another form of communication,...
Along with the development of market globalization, it is necessary for marketers to develop marketi...
Celebrities have been a part of companies’ marketing strategies over the years. Studies have indicat...
Scholars assert that even though globalisation receives significant attention, research on the effec...
While many agree that culture influences on consumers' attitudes toward social media advertising, th...
While many agree that culture influences on consumers' attitudes toward social media advertising, th...
While many agree that culture influences on consumers' attitudes toward social media advertising, th...
[extract] Globalization leads to a need to understand consumer behavior across national boundaries. ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
A book review by Frauke Hachtmann of Consumer Behavior and Culture: Consequences for Global Marketin...
A book review by Frauke Hachtmann of Consumer Behavior and Culture: Consequences for Global Marketin...
O ne of the most difficult choices that multinational corporations face isdeciding whether to run th...
Consumers are accustomed to the value systems, beliefs and perception processes in the particular cu...
Scholars assert that even though globalisation receives significant attention, research on the effec...
Increasingly, advertising examples are being analyzed and used as yet another form of communication,...
Along with the development of market globalization, it is necessary for marketers to develop marketi...
Celebrities have been a part of companies’ marketing strategies over the years. Studies have indicat...
Scholars assert that even though globalisation receives significant attention, research on the effec...
While many agree that culture influences on consumers' attitudes toward social media advertising, th...
While many agree that culture influences on consumers' attitudes toward social media advertising, th...
While many agree that culture influences on consumers' attitudes toward social media advertising, th...
[extract] Globalization leads to a need to understand consumer behavior across national boundaries. ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...