International Consumer Behavior in the 21st Century - Impact on Marketing Strategy Development (Hardcover, 2013 ed.)

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.

General

Imprint:	Springer-Verlag New York
Country of origin:	United States
Release date:	November 2012
First published:	2013
Authors:	A.Coskun Samli
Dimensions:	235 x 155 x 17mm (L x W x T)
Format:	Hardcover
Pages:	170
Edition:	2013 ed.
ISBN-13:	978-1-4614-5124-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > General
LSN:	1-4614-5124-8
Barcode:	9781461451242

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