Consumer behavior and culture: consequences for global marketing and advertising
Auteur :
de Mooij, Marieke
Éditeur :
SAGE Publications Inc
ISBN :
9780761926689
Date de publication :
5 nov. 2003
Dimensions :
25,4 x 17,7 cm
Poids :
770 g
Langue :
Anglais
Pays d'origine :
USA
Reviewing the myths of global marketing, this book explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behaviour. It also covers the various psychological and sociological aspects of human behaviour and uses them for explaining consumer behaviour.