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Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

ISBN 9781412979900
Edition 2 Rev ed
Publisher SAGE Publications Inc
Author(s)
Publication Date
Overview
The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates: - A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour. - Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research. - All data, charts, tables and additional material have been updated
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