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£156.49

Sage Publishing Consumer Behavior and Culture: Global Marketing & Advertising

Name: Consumer Behavior and Culture: Global Marketing & Advertising
Brand: Sage Publishing
Price: 156.49 GBP
Availability: InStock

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Description

This essential guide from Sage Publishing examines how consumer behaviour and cultural differences shape marketing and advertising strategies worldwide. Written by Marieke de Mooij, a pioneering expert in international marketing, the book challenges the myth of global consumers and instead focuses on understanding real people with distinct cultural values and preferences. Published in 2019, it provides marketing professionals with the knowledge needed to navigate diverse consumer markets effectively. The work emphasises that successful international marketing requires deep cultural understanding rather than one-size-fits-all approaches, making it invaluable for anyone working in global advertising, brand strategy, or cross-cultural consumer research.

Key Features

Authored by Marieke de Mooij, a world pioneer in marketing and advertising with extensive international experience.

Published by Sage Publishing in May 2019, offering current perspectives on contemporary consumer behaviour research.

Focuses on real consumer differences and cultural diversity rather than assuming a universal global consumer base.

Endorsed by Geert Hofstede, the renowned author of Culture's Consequences and leading cultural theorist.

Essential resource for international marketing professionals seeking to understand cultural influences on consumer behaviour.

Bridges marketing theory with practical cultural insights for developing effective global advertising strategies.

Product Specifications

Brand: Sage Publishing
Format: hardcover
ASIN: 1544318154
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 05 July 2019
Listed Since: 14 December 2018

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Sage Publishing Consumer Behavior and Culture: Global Marketing & Advertising

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