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E-book Synopsis :
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.