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By
Marieke de Mooij (editor)
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Bibliographic Detail
Publisher
Sage Pubns
Publication date
September 29, 2010
Pages
400
Binding
Paperback
Edition
2
Book category
Adult Non-Fiction
ISBN-13
9781412979900
ISBN-10
1412979900
Dimensions
0.75 by 7.50 by 9.75 in.
Weight
1.40 lbs.
Original list price
$83.00
Amazon.com says people who bought this book also bought:
The New Rules of Marketing & PR | Consumer Behavior and Marketing Strategy | Essentials of Marketing Research | Statistics for Managers Using Microsoft Excel | Consumerism in World History | Likeable Social Media | Best Practice Cases in Branding | Cultures and Organizations | Socialnomics
The New Rules of Marketing & PR | Consumer Behavior and Marketing Strategy | Essentials of Marketing Research | Statistics for Managers Using Microsoft Excel | Consumerism in World History | Likeable Social Media | Best Practice Cases in Branding | Cultures and Organizations | Socialnomics
Summaries and Reviews
Amazon.com description: Product Description: The 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 studentsâtomorrow's marketing professionalsâto 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, particularly the use of the Internet.
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