Consumer Behavior and Culture by Marieke De Mooij

Consumer Behavior and Culture by Marieke De Mooij

Reviewing the myths of global marketing, this book explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behaviour. It also covers the various psychological and sociological aspects of human behaviour and uses them for explaining consumer behaviour.

"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroadHer national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."

-- Geert Hofstede
"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country , all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena." -- Sushobhan Mukherjee

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

SKU	Nicht verfügbar
ISBN 13	9780761926689
ISBN 10	0761926682
Titel	Consumer Behavior and Culture
Autor	Marieke De Mooij
Buchzustand	Nicht verfügbar
Bindungsart	Hardback
Verlag	SAGE Publications Inc
Erscheinungsjahr	2003-11-05
Seitenanzahl	360
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
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