Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
Consumer Behavior and Culture: Consequences for Global Marketing and Advertising explores the connection between cultural differences and consumer behavior. Marieke De Mooij presents a focused resource for understanding how culture affects global marketing and advertising, making the book relevant to readers studying international business, marketing, and consumer research.
About This Book
Consumer Behavior and Culture: Consequences for Global Marketing and Advertising examines the relationship between culture, consumer behavior, marketing, and advertising.
Marieke De Mooij focuses on the consequences of cultural differences for organizations working in global and international markets.
The book provides a culture-centered perspective for readers seeking to understand how consumer behavior influences marketing and advertising practices across countries.
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