Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

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9781412979900: Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

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. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition′s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.

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About the Author:

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Review:

" Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."

"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant." -- Geert Hofstede

"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."--Geert Hofstede

"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country, all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena."--Sushobhan Mukherjee (05/09/2007)

"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."

--Geert Hofstede

"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country, all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena."--Sushobhan Mukherjee (05/09/2007)

-Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant.-

--Geert Hofstede

-Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country, all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena.---Sushobhan Mukherjee (05/09/2007)

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