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 marketing communications.

Marieke de Mooij's 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 - what people buy, why they buy it and how they buy. This edition has been updated to include:An insight into the different roles of the internet and the growing influence of social mediaAn exploration of the various psychological and sociologic...