A short bio:
Marieke de Mooij Ph.D. (Netherlands), Doctor in Communications, is a
consultant in cross cultural communications, and retired professor at the
University of Navarra in Spain. For many years she was visiting professor at the European University Viadrina at Frankfrut (Oder). In the Netherlands she used to teach Cultural
Perspectives to master students Retail Design at the Willem de Kooning academy
in Rotterdam, and
conduct seminars at EURIB, at Erasmus University and the Management Academy of Groningen University. She still conducts master classes at EURIB. She is the author of several
publications on the influence of culture on marketing and advertising. Her book
Global Marketing and Advertising, Understanding Cultural Paradoxes
(third edition, 2010),
Sage Publications is used by practitioners and universities worldwide.
A more specialized book is Consumer Behavior and Culture. Consequences for Global
Marketing and Advertising (2011), Sage Publications.
My research and consultancy work focuses on convergence and divergence of consumer behavior across countries and explaining the differences
for increased efficiency in global marketing.
Consumers worldwide are not the same, and the differences in consumer behavior between
countries increase with greater wealth. With increased wealth cultural values become manifest. These values are
reflected in consumption. In many consumption domains consumer behavior across cultures is
diverging instead of converging.
Because all aspects of consumer behavior are culture-bound,
and not subject merely to environmental factors but integrated in all of human behavior,
there is an increased need to identify and understand this integration and its impact
on global marketing and advertising. I have applied the dimensional model developed by Geert Hofstede to the various aspects of consumer behavior. These dimensions help explain many differences in consumption and communication behavior.
To professors who use the third edition of Global Marketing and Advertising and the second edition of Consumer Behavior and Culture as required text, Sage Publications has opened companion websites with teaching materials: the original TV commercials and color print ads, used as illustrations in the book, power point presentations and other teaching aids. Contact Sage Publications at www.sagepub.com.
