International Consumer Behavior: Its Impact on Marketing Strategy Development

Name: International Consumer Behavior: Its Impact on Marketing Strategy Development
Brand: Praeger
SKU: 9780899308838
Price: 9526.0 INR
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by A. Coskun Samli

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ISBN13: 9780899308838
Binding: Hardcover
Subject: N/A
Publisher: Praeger
Publisher Imprint: Praeger
Publication Date: March 21, 1995
Pages: 208
Original Price: GBP 75.0
Language: English
Edition: N/A
Item Weight: 422 grams
BISAC Subject(s): Marketing / Research

About The Book

From the Back Cover
In this bold first effort to assimilate the knowledge about international consumers, Professor Samli asserts that international consumer behavior is not just a simple extension of our knowledge about American consumer behavior. Rather, it is primarily culture-driven. Whereas culture is a given in studying consumer behavior in the West or in North America, "foreign" cultures must be understood before parameters of international consumer behavior patterns can be established. Understanding these patterns is the essence of successful international marketing. This orientation explains why successful marketing plans must be different in different world markets and that these markets are not at all homogeneous. Successful international marketing plans must dwell primarily on differences rather than similarities among international consumers. The key aspects of behavior patterns are connected to marketing plans throughout the book. Social class, hierarchy of needs, and formal and informal group memberships play quite different roles within the given constraints of culture. As a result, involvement, learning, and experiences of the individual form differently in different world markets. This process needs to be deciphered and understood so that adequate communication is established with consumers everywhere. Both marketing scholars and marketing practitioners need to understand that marketing plans around the world should be keyed to consumer needs and behavior patterns. These are the essence of competitive advantage.

About The Author

A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, and an international marketing consultant./e Author or co-author of more than 200 scholarly articles, seven books, and 30 monographs, Samli has lectured extensively throughout the world and serves on the review board of seven major journals. He is a senior fellow of the Academy of Marketing Science. Among his previous books are Counterturbulence Marketing (1993) and Social Responsibility in Marketing (1992).

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