Sage Consumer Behavior and Culture - Global Marketing Book - Image 1

£122.00

Sage Publishing Sage Consumer Behavior and Culture - Global Marketing Book

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

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Description

Explore the vital connection between national culture and consumer habits with this essential text by Marieke de Mooij. Published by Sage Publications, this book challenges the idea that American theories of consumer behavior apply universally to global markets. As differences in consumer behavior between countries continue to increase, understanding these culture-bound patterns becomes necessary for effective advertising and marketing strategies. Geert Hofstede of the Institute for Research on Intercultural Cooperation notes that de Mooij's work helps marketing students discover culture and encourages cross-cultural psychologists to view the consumer as an informant. This resource provides national consumption data as an unobtrusive measure of national cultures, making it a valuable tool for anyone studying how global markets function across different cultural landscapes.

Key Features

Sage Publications presents an in-depth look at how consumer behavior is tied to national culture.

This book by Marieke de Mooij examines why American consumer theories do not always apply to international markets.

Learn how to use national consumption data as a measure to understand different national cultures.

The text addresses the increasing differences in consumer behavior found in global markets worldwide.

This resource is designed to help marketing students and cross-cultural psychologists understand the consumer role.

Product Specifications

Brand: Sage Publishing
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 Publishing Sage Consumer Behavior and Culture - Global Marketing Book

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