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Published in:
2013 | OriginalPaper | Chapter
16. Strategizing International Marketing and a Research Agenda
Author : A. Coskun Samli
Published in: International Consumer Behavior in the 21st Century
Publisher: Springer New York
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Abstract
As I stated in my previous book (Samli 1995), we have to understand international consumer behavior so that consumers all over the world may have their needs and desires taken care of. This orientation in the twenty-first century has become more critical but also more challenging. In our discussions through the Introduction and Chap. 13, the discussion has been in the direction of understanding the learning and involvement of international consumers as conditions prior to the purchase.