Consumer Behavior and Culture by Marieke De Mooij
Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in peoples relationships with others."Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumersIn this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers’ cultures is an essential condition for becoming an international marketing professional"
-- Geert Hofstede * Author of Culture’s Consequences *
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 | Unavailable |
| ISBN 13 | 9781544318165 |
| ISBN 10 | 1544318162 |
| Title | Consumer Behavior and Culture |
| Author | Marieke De Mooij |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | SAGE Publications Inc |
| Year published | 2019-07-05 |
| Number of pages | 472 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |