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

£142.18

Sage Publications Sage Consumer Behavior and Culture - Global Marketing Book

Name: Sage Consumer Behavior and Culture - Global Marketing Book
Brand: Sage Publications
Price: 142.01 GBP
Availability: InStock

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Description

Master the complexities of international markets with Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Written by Marieke de Mooij, a pioneer in the field, this book challenges the idea of a single global consumer. Instead, it focuses on consumers as real people with distinct cultural differences that shape their buying habits and responses to advertising. This text provides the knowledge needed to navigate diverse cultural landscapes. By understanding how national culture influences marketing and advertising theories, readers can avoid common mistakes made when assuming a uniform global population. This book is an essential resource for anyone aiming to become a professional in the international marketing sector. It offers practical insights into how cultural variety impacts business strategies across the world.

Key Features

Learn why global consumers do not exist as a single entity and how to address real cultural differences.

Gain insights from Marieke de Mooij, a recognized world pioneer in marketing and advertising research.

Understand how national culture influences the development of marketing and advertising theories.

Develop the necessary skills to succeed as an international marketing professional in a diverse world.

Explore the relationship between consumer behavior and the cultural contexts that drive decision making.

Product Specifications

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

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Sage Publications Sage Consumer Behavior and Culture - Global Marketing Book

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