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Consumer Behavior and Culture : Consequences for Global Marketing and Advertising
by Marieke K. De Mooij


Overview - The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates: - A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour.  Read more...

 
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More About Consumer Behavior and Culture by Marieke K. De Mooij
 
 
 
Overview
The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates: - A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour. - Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research. - All data, charts, tables and additional material have been updated


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Details
  • ISBN-13: 9781412979900
  • ISBN-10: 1412979900
  • Publisher: Sage Publications, Inc
  • Publish Date: September 2010
  • Page Count: 403
  • Dimensions: 9 x 7.3 x 0.7 inches
  • Shipping Weight: 1.4 pounds


Related Categories

Books > Business & Economics > International - Marketing
Books > Business & Economics > Marketing - Research

 
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