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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

2013 | OriginalPaper | Buchkapitel

Chapter 1. Introduction

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 2. Developing a Competitive Advantage

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 3. Culture and Its Powerful Impact

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 4. Culture Driven Values

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 5. Different Classification and Analysis of Cultures

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 6. A Model of International Consumer Behavior

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 7. Social Class Impact Modified with Hierarchy of Needs

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 8. Social Contagion of Global Consumers

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 9. Diffusion of Innovation in Different Global Markets

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 10. Country of Origin, Country of Production, and Country of Assembly

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 11. International Market Segmentation Based on Consumer Behavior

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 12. International Consumer Involvement in Purchase Decisions

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 13. International Consumer Learning Is Different in Different Cultures

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 14. Marketing Strategy for Global Luxury Products

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 15. International Gift Giving

A. Coskun Samli

2013 | OriginalPaper | Buchkapitel

Chapter 16. Strategizing International Marketing and a Research Agenda

A. Coskun Samli

Backmatter

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