International Consumer Behavior in the 21st Century Impact on Market
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 res
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A. Coskun Samli
International Consumer Behavior in the 21st Century Impact on Marketing Strategy Development
A. Coskun Samli Coggin College of Business University of North Florida Jacksonville, Florida 32224 USA [email protected]
ISBN 978-1-4614-5124-2 ISBN 978-1-4614-5125-9 (eBook) DOI 10.1007/978-1-4614-5125-9 Springer New York Heidelberg Dordrecht London Library of Congress Control Number: 2012952158 # Springer Science+Business Media New York 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
This book is dedicated to international marketing practitioners who have a major role to play in enhancing international quality of life.
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Preface
I started my earlier book with a quotation that must be reconsidered (Samli 1995). Nwachukwu and Dant (1990, p. 40) asserted that “consumers in many different societies and cultures in the world are similar in more ways than we presently suspect.” Now, I question this statement. Levitt (1983, p. 20) had gone one step further earlier in discussing the new commercial reality, which he described as “the explosive emergence of global markets for globally standardized products, worldscale markets of previously unimagined magnitudes.” Perhaps some 30 years later, today we are somewhat closer to Levitt’s position. However
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