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The Second Edition of this popular text brings up-to-date Marieke de Mooij’s
important analysis of the impact of culture on consumer behavior worldwide. The
author shows how it is increasingly vital for marketing students-tomorrow’s
marketing professionals-to understand the limits of consistent brand identities
and universal advertising campaigns. Consumer behavior is not converging across
countries, and therefore it is of even greater importance to understand, and be
able to respond to, differences in behavior. This edition offers a new chapter,
Chapter 7, on culture, communication, and media behavior that extends the prior
edition’s discussion on communication theories and advertising styles to cover
differences in media usage worldwide, particularly the use of the Internet.