Global Consumer Behavior

Global Consumer Behavior

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Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global. The main aim of the book is to enhance the readera€™s knowledge a€“ especially from a multidisciplinary perspective rather than from an individual functional perspective a€“ of international consumer behaviour. It also explores the role of globalization in the evolving world of the new technology sector and provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services. Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book. At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.Lovelock and Wright [LOV 02] skillfully adapted the flower of service (see Figure 1.1) to the information technology (IT)As era, ... We address the market structure of travel agents, customer relationships through the Internet, services marketing, anbsp;...


Title:Global Consumer Behavior
Author: Chantal Ammi
Publisher:John Wiley & Sons - 2013-03-01
ISBN-13:

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