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International Marketing Research & PublicationsBecause all aspects of consumer behavior are culture-bound there is an increased need to identify and understand this integration and its impact on global marketing and advertising. Prof. Hofstede's work can be used to explain the differences in consumer behavior across countries and can be a guidee to increase efficiency in global marketing.
Marieke de Mooij is the expert in the field of marketing and culture. She has done extensive research on consumer behavior across cultures. Her book Global Marketing and Advertising, Understanding Cultural Paradoxes (1998), Sage Publications is used by practitioners and universities worldwide. A recent book is
Professor Hofstede commented on her last book "Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant." Have a look at Marieke her own website for all her publications. Or read one of her publications in the International Marketing Review where she discusses the globalizations of markets and questions the assumption that economic development would result in the converging needs of consumers and standardizations of advertising and marketing.
Another useful publication in this field is from Usunier. In International Marketing: A Cultural Approach he discusses international marketing strategies and implementation techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness.
Also the Associate Professor of Marketing, Sudhir H. Kale, from the Bond University in Australia has written several articles on marketing and culture: "Grouping Euroconsumers: A Culture-Based Clustering Approach," Journal of International Marketing, 3 (3), 1995, 35-48. "Understanding the Domain of Cross-National Buyer-Seller Interactions," Journal of International Business Studies, 23 (1), 1992, 101-133, with John Barnes. "Distribution Channel Relationships in Diverse Cultures," International Marketing Review, 8 (3), 1991, 31-45, with Roger McIntyre. "Culture-Specific Marketing Communications: An Analytical Approach," International Marketing Review, 8 (2), 1991, 18-30.
We welcome your suggestions for books and publications you would like us to review. Thank you. |
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De Mooij, Marieke, Consumer Behavior and Culture. Consequences for Global Marketing and Advertising, Sage Publications (2003).
Jean Claude Usunier & Julie Anne Lee, Marketing across cultures, Prentice Hall, 2005
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