Global Consumer Behavior
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Beschreibung
Globalization is a leading force for industry worldwide, especiallythe new technology sector. This presents both problems andopportunities in the emergence of a new type of consumer and theeffects of globalization on industry in terms of culture,economics, marketing, and social issues at every scale from localto global.
The main aim of the book is to enhance the reader'sknowledge - especially from a multidisciplinary perspectiverather than from an individual functional perspective - ofinternational consumer behaviour. It also explores the role ofglobalization in the evolving world of the new technology sectorand provides an overview of the development of internationalconsumer behavior from historical, geographical and socialperspectives, while focusing on new technology products andservices.
Professionals, students and researchers working in the fields ofnew technologies and information and communication technologies(ICT) as well as specialists of marketing and management are thetarget audience for this book. At the same time, the bookwill be pitched at a level so as to also appeal to a more generalreadership interested in globalization.
Autor*in
Chantal Ammi
Themen in »Global Consumer Behavior«
Business & Management Economic Geography Geographie Geography Strategic Marketing Strategisches Marketing Wirtschaft u. Management Wirtschaftsgeographie