1st Edition
Globalization of Consumer Markets Structures and Strategies
356 Pages
by
Routledge
356 Pages
by
Routledge
356 Pages
by
Routledge
Also available as eBook on:
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today’s consumer markets, readers will find they have the key to success and survival in the global marketplace.... Read more
Contents
Section I: Introduction
- Market Globalization: An Introduction
- The Globalizing Consumer Markets: Issues and Concepts
- Section II: Degree of Globalization
- The Globalization of the U.S. Economy: Consumer Market Implications
- Global Market Segmentation: Strategies and Trends
- International Product Rollout: A Country Cluster Approach
- Section III: Market Behavior and Development
- The Processes Behind the Country of Origin Effect
- The Impact of Modernization on Consumer Innovativeness in a Developing Market
- Consumer Involvement in Services: An International Evaluation
- Conceptualization of India’s Emerging Rural Consuming Systems
- Section IV: Standardization of Marketing Programs and Process
- Consumer Nondurable Products: Prospects for Global Advertising
- Are Global Markets With Standardized Advertising Campaigns Feasible?
- Winning the Global Advertising Race: Planning Globally, Acting Locally
- Toward an Understanding of the Use of Foreign Words in Print Advertising
- The Changing South Korean Marketplace: Product Perceptions of Consumer Goods
- Section IV: Managerial Implications
- Implications of Standardization in Global Markets
- A Values Comparison of Future Managers From West Germany and the United States
- Reference Notes Included
- Index
Biography
Erdener Kaynak, Salah Hassan
