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£122.00

Sage Publications Sage Consumer Behavior and Culture - Global Marketing Book

Name: Sage Consumer Behavior and Culture - Global Marketing Book
Brand: Sage Publications
Price: 122.0 GBP
Availability: InStock

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Description

Understanding international markets requires more than just applying standard theories. In Consumer Behavior and Culture, Marieke de Mooij explains why American models of consumer behavior do not always work in foreign markets. This text provides a deep look at how national consumption data serves as a measure of national cultures, helping professionals navigate the growing differences in how people shop around the world. As global differences in consumer behavior increase, businesses must recognize that all aspects of consumption are culture-bound. This book helps marketing students and cross-cultural psychologists view the consumer as a vital informant. By studying the connection between culture and marketing, you can better prepare for the realities of global advertising and international sales strategies.

Key Features

Explores why American consumer behavior theories do not necessarily apply to international markets.

Uses national consumption data as an unobtrusive way to measure different national cultures.

Provides essential insights for marketing students to understand the role of culture in business.

Offers a perspective for cross-cultural psychologists to use the consumer as a key informant.

Addresses the increasing differences in consumer behavior across various global countries.

Highlights how all aspects of consumer behavior are tied to specific cultural backgrounds.

Product Specifications

Brand: Sage Publications
Format: hardcover
ASIN: 0761926682
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 05 November 2003
Listed Since: 13 December 2006

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Sage Publications Sage Consumer Behavior and Culture - Global Marketing Book

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