A short bio:
Marieke de Mooij Ph.D. (Netherlands), Doctor in Communications, is a
consultant in cross cultural communications, and visiting professor at various
universities, such as Vaasa University in Finland and European University Viadrina in Germany. In the Netherlands she teaches
seminars at Erasmus University (EURIB) and Groningen University (Academie voor Management). 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 (second edition, 2005),
Sage Publications (USA) is used by practitioners and universities worldwide.
A more specialized book is Consumer Behavior and Culture. Consequences for Global
Marketing and Advertising (2003), Sage Publications (USA and UK).
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.
This website offers information on my publications. To professors who use my
books as required literature for their classes I offer teaching materials:
the original TV commercials and color print ads, used as illustrations in
the book. Information requests or suggestions by users of my books are
welcome (see address below).
