Marieke de Mooij

'Consumer Behavior and Culture'

Bog | Engelsk

Marieke de Mooijs new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption wha

'Global Marketing and Advertising'

Bog | Engelsk

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marke