The Third Edition of this bestseller includes numerous cultural, company, and country examples that clarify the paradoxes faced by international marketers.
Consequences for Global Marketing and Advertising
The book delves into the intricacies of consumer behavior by presenting a unique model that emphasizes the role of culture in shaping individual identity, personality, and interpersonal relationships. Marieke de Mooij explores fundamental questions about consumption, offering insights into how cultural factors influence consumer choices and behaviors. This edition provides a comprehensive understanding of the connections between culture and consumption, making it a valuable resource for those interested in marketing and consumer psychology.
A Comprehensive Review and Analysis
Offering a comprehensive analysis of global communication, this book systematically challenges the universality of Western communication theories. It explores how culture influences various communication behaviors, including interpersonal and mediated forms. By incorporating diverse perspectives from Europe, Asia, Africa, and Latin America, it presents an integrated view of communication theories and highlights the cultural specificity of emerging hybrid media. This resource fills a gap in existing literature, providing valuable insights into international communication dynamics.