Bücher von Marieke de Mooij

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.

This book is unique in the sense that it offers a comprehensive review and analysis of human communication and mediated communication around the world. The book offers an integrated approach to understanding the working of electronic means of communication that are hybrid media combining human and mediated communication.

Reviewing the myths of global marketing, this book explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behaviour. It also covers the various psychological and sociological aspects of human behaviour and uses them for explaining consumer behaviour.