Consumer behavior and culture : consequences for global marketing and advertising

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Title:

Consumer behavior and culture : consequences for global marketing and advertising

Author:

Mooij, Marieke K. de, 1943-

ISBN:

9781412979900

Personal Author:

Mooij, Marieke K. de, 1943-

Edition:

2nd ed.

Publication Information:

Thousand Oaks : SAGE Publications, c2011.

Physical Description:

xv, 401 p. ; 23 cm.

Subject Term:

Consumer behavior -- Cross-cultural studies.

Consumers -- Psychology.

Marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025496254	658.8342 M817C 2011	1	Searching... Unknown

Summary

The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates:

- A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour.

- Implications to international marketing and advertising have been removed from the previous edition′s Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research.

- All data, charts, tables and additional material have been updated

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