Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
Consumer Behavior and Culture explores how culture influences consumer behavior and the practice of global marketing and advertising. Marieke De Mooij considers the consequences of cultural differences for understanding consumers and developing an international perspective on marketing communication.
About This Book
Consumer Behavior and Culture examines the relationship between cultural differences and consumer behavior.
The book focuses on the consequences of culture for global marketing and advertising.
Marieke De Mooij addresses the importance of cultural context when considering consumers and international markets.
This title is suited to readers interested in marketing, advertising, consumer research, and global business.
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