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Consumer behavior and culture : consequences for global marketing and advertising / Marieke De Mooij
Livre
Edited by Sage - 2019
La 4è de couv. indique : ""Marketing and advertising theories tend to reflect the national culture of their author, and to assume a population of global consumers. In 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 in an essential condition for becoming an international marketing professional." Geert Hofstede, author of Culture's Consequences. This new edition of Marieke de Mooij's Consumer Behavior & Culture continues to explore how cultural influences can affect consumer behavior. Using her own model of consumer behavior, the author addresses the fundamental questions about consumption - what do people buy, why do they buy it and how they buy. This edition has been updated to include : an insight into the different roles of the internet and the growing influence of social media ; An exploration og the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing ; Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures. Lecturers can log into www.study.sagepub.com/cbc3e for further support materials including PowerPoint Slides, chapter discussions, and videos of ads discussed within the text."
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