Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
Consumer Behavior and Culture explores how culture influences consumer behavior, marketing, and advertising across global markets. Marieke De Mooij presents the subject as an essential consideration for international business and communication, helping readers examine the consequences of cultural differences when analyzing consumers and developing marketing strategies.
About This Book
Consumer Behavior and Culture examines the relationship between culture and consumer behavior in the context of global marketing and advertising.
Marieke De Mooij focuses on the consequences of cultural differences for how markets are understood and how marketing communication is developed.
The book offers a framework for considering culture as an important factor in international business, consumer research, and advertising.
It is intended for readers seeking to understand the cultural dimensions of marketing in a global environment.
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