Consumer behavior and culture : consequences for global marketing and advertising / Marieke de Mooij.
نوع المادة :
نصالناشر:Thousand Oaks : SAGE Publications, [2011]تاريخ حقوق النشر: copyright 2011الطبعات:2nd edوصف:xv, 401 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9781412979900 (pbk)
- Global marketing and advertising [عنوان آخر]
- HF5415.32 M66 2011
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
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كتاب
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UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.32 M66 2011 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010000188712 | ||
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كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.32 M66 2011 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30010011083356 | ||
|
كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.32 M66 2011 (إستعراض الرف(يفتح أدناه)) | C.3 | المتاح | 30010011083354 |
Rev. edition of: Consumer behavior and culture / Marieke de Mooij. c2004.
Includes bibliographical references and index.
1. Consumer Behavior Across Cultures -- 2. Values and Culture -- 3. Convergence and Divergence in Consumer Behavior -- 4. The Consumer: Attributes -- 5. Social Processes -- 6. Mental Processes -- 7. Culture, Communication, and Media Behavior -- 8. Consumer Behavior Domains -- Appendix A: GNI per Capita at Purchasing Power Parity 2008 (US$) and Hofstede Country Scores for 68 Countries.
The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students--tomorrow's marketing professionals--to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior.
