Analyzing The Cultural Diversity Of Consumers In The Global Marketplace
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Analyzing The Cultural Diversity Of Consumers In The Global Marketplace
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Author : Alcántara-Pilar, Juan Miguel
language : en
Publisher: IGI Global
Release Date : 2015-04-30
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace written by Alcántara-Pilar, Juan Miguel and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-30 with Business & Economics categories.
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace
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Author :
language : en
Publisher:
Release Date : 2015
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Consumer behavior categories.
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--
Cross Cultural Issues In Consumer Science And Consumer Psychology
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Author : Hester van Herk
language : en
Publisher: Springer
Release Date : 2017-10-17
Cross Cultural Issues In Consumer Science And Consumer Psychology written by Hester van Herk and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-17 with Psychology categories.
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behavior across diverse countries worldwide and across cultural groups within countries, depicting commonly-used cross-cultural frameworks and research methods. Beginning with conceptualizing and quantifying culture at the national level, the volume then moves to individual levels of analysis of consumer decision-making, examining consumer data as they affect business decisions in marketing products internationally. The resulting work synthesizes the consumer science, international business, and consumer psychology literatures for a deeper understanding of all three disciplines and pathways to future research as cultures interact and tastes evolve. Among the topics covered: Culture as a driver of individual and national consumer behavior. Consumer culture-based attitudes toward buying foreign versus domestic products. Country-of-origin effects: consumer perceptions of international products. The roles of cultural influences in product branding. Cultural aspects of consumer-brand relationships. Consumer behavior in the emerging marketplace of subsistence countries. This attention to both national detail and individual nuance makes Cross-Cultural Issues in Consumer Science and Consumer Psychology an instructive and highly useful reference for scholars and students in consumer psychology, cross-cultural psychology, marketing, international business, as well as professionals in these areas.
Consumer Behavior And Culture
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Author : Marieke K. de Mooij
language : en
Publisher: SAGE
Release Date : 2004
Consumer Behavior And Culture written by Marieke K. de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
De Mooij argues that differences in consumer behaviour across countries are not decreasing, but increasing. This book provides empirical evidence that the need to understand culture to explian differences in consumer behaviour is greater than ever.
Consumer Behavior And Culture
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2010-09-29
Consumer Behavior And Culture written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-29 with Business & Economics categories.
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.
Multicultural Perspectives In Customer Behaviour
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Author : Maria G. Piacentini
language : en
Publisher: Routledge
Release Date : 2013-09-13
Multicultural Perspectives In Customer Behaviour written by Maria G. Piacentini and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-13 with Business & Economics categories.
With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives. This book is timely in addressing important themes raised in the most recent marketing literature, such as: global consumer culture, and the impact of Western culture on consumer behaviour in other countries; consumer acculturation processes, and the impact on identity conflicts and the strategies people use to manage them; globalisation vs. localised strategies, and the interaction of local and global influences on customer behaviour; climate change and global warming, the impact on consumer behaviour, and the implications for social responsibility; and cross-cultural customer research, including important methodological questions around the application of sociological, group-level measures to psychological, individual-level phenomenon in marketing contexts. The papers in this edition address those themes, reporting on studies from a range of countries, including Germany, Greece, China, and Austria, and a number of cultural groups in the UK. These papers draw on quantitative and qualitative methodologies, reflecting the full range of methods employed in contemporary consumer research. This book was originally published as a special issue of the Journal of Marketing Management.
Global Marketing And Advertising
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Author : Marieke K. de Mooij
language : en
Publisher: SAGE
Release Date : 2005-03-08
Global Marketing And Advertising written by Marieke K. de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-03-08 with Business & Economics categories.
Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text′ - Choice The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition: - Topics including culture and the media, the internet and global public relations - Consumer behavior is more extensively covered - Consideration of culture′s consequences for various strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications - Twice as many illustrations -both recent and classic advertising examples have been added.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2021-09-22
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-22 with Business & Economics categories.
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. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
International Business Case Studies For The Multicultural Marketplace
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Author : Robert T. Moran
language : en
Publisher: Routledge
Release Date : 2013-01-11
International Business Case Studies For The Multicultural Marketplace written by Robert T. Moran and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-11 with Business & Economics categories.
This comprehensive guide presents specific, real-life examples of the strategies and tactics used by some of the world's most successful international businesses and organizations to excel in the global marketplace. Divided into six major sections, this important book features more than 30 case studies that span critical issues of international business--globalization; negotiation; marketing; product/service quality; joint ventures and strategic alliances; and culturally diverse workforces. Each case study focuses on a particular company, region, or management style to clearly illustrate proven techniques for capitalizing on the cultural diversity of people, products, and markets. With contributions from more than two dozen business executives and professors, spanning the globe from Japan, to Germany, China to Mexico, this casebook provides a broad spectrum of current and future approaches to acheiving international and cross-cultural business success.
Consumer Behavior And Culture
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2019-06-10
Consumer Behavior And Culture written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-10 with Business & Economics categories.
Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.