International consumer behavior in the 21st century : impact on marketing strategy development

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Title:

Author:

Samli, A. Coskun.

ISBN:

9781461451242

9781461451259

Personal Author:

Samli, A. Coskun.

Publication Information:

Physical Description:

xx, 170 pages : illustrations ; 25 cm

Contents:

Introduction -- Developing a Competitive Advantage -- Culture and Its Powerful Impact -- Culture Driven Values -- Different Classification and Analysis of Cultures -- A Model of International Consumer Behavior -- Social Class Impact Modified with Hierarchy of Needs -- Social Contagion of Global Consumers -- Diffusion of Innovation in Different Global Markets -- Country of Origin, Country of Production, and Country of Assembly -- International Market Segmentation Based on Consumer Behavior -- International Consumer Involvement in Purchase Decisions -- International Consumer Learning Is Different in Different Cultures -- Marketing Strategy for Global Luxury Products -- International Gift Giving -- Strategizing International Marketing and a Research Agenda.

Abstract:

"Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more important now than ever before. In this book, Josh Samli explores the challenges facing modern international marketers. He explains what it is to have successful communication with the target market: using social media to share consistent information about products and services, communicating directly with culture-driven consumers who already communicate online amongst themselves and with competitors, and mastering people-to-people communication with both privileged and non-privileged consumers. Any company dealing with international marketing must learn how to handle these new challenges in order to survive in the 21st century."--Publisher's website.

Subject Term:

Consumer behavior -- 21st century.

Marketing -- 21st century.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025822798	658.8342 C834.I 2013	1	Searching... Unknown

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Summary

Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more important now than ever before.In this book, Josh Samli explores the challenges facing modern international marketers. He explains what it is to have successful communication with the target market: using social media to share consistent information about products and services, communicating directly with culture-driven consumers who already communicate online amongst themselves and with competitors, and mastering people-to-people communication with both privileged and non-privileged consumers. Any company dealing with international marketing must learn how to handle these new challenges in order to survive in the 21st century.