Globalization of Consumer Markets: Structures and Strategies

作者: Erdener Kaynak , Salah Hassan

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摘要: Contents Section I: Introduction * Market Globalization: An The Globalizing Consumer Markets: Issues and Concepts* II: Degree of Globalization the U.S. Economy: Implications* Global Segmentation: Strategies Trends International Product Rollout: A Country Cluster Approach III: Behavior Development Processes Behind Origin Effect Impact Modernization on Innovativeness in a Developing Involvement Services: Evaluation Conceptualization India's Emerging Rural Consuming Systems IV: Standardization Marketing Programs Process Nondurable Products: Prospects for Advertising Are Markets With Standardized Campaigns Feasible? Winning Race: Planning Globally, Acting Locally Toward an Understanding Use Foreign Words Print Changing South Korean Marketplace: Perceptions Goods Managerial Implications Values Comparison Future Managers From West Germany United States Reference Notes Included Index

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