skip to content
Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.

Cancel Forgot your password?
International consumer behavior : its impact on marketing strategy development
ClosePreview this item

International consumer behavior : its impact on marketing strategy development

Author: A Coskun Samli
Publisher: Westport, Conn. : Quorum Books, 1995.
Edition/Format: Book : EnglishView all editions and formats
Summary:
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
Rating:

 

 

Find a copy in the library

Retrieving... Finding libraries that hold this item...

Details

Document Type: Book
All Authors / Contributors: A Coskun Samli
ISBN: 089930883X 9780899308838
OCLC Number: 30895193
Description: xviii, 186 p. : ill. ; 24 cm.
Contents: Ch. 1. Culture and Its Far-Reaching Impact -- Ch. 2. Culture as a Communicator -- Ch. 3. Culture Screen -- Ch. 4. Various Attempts to Identify and Classify Cultures -- Ch. 5. A Model of International Consumer Behavior -- Ch. 6. Social Class and Hierarchy of Needs in Consumer Behavior -- Ch. 7. Wa, Inhwa, Quanxi, and Other Alliances -- Ch. 8. Diffusion of Innovation in Different Cultures -- Ch. 9. The Country-of-Origin Concept and Culture -- Ch. 10. International Market Segmentation and Consumer Behavior -- Ch. 11. Involvement and the International Consumer -- Ch. 12. Learning and the International Consumer -- Ch. 13. International Marketing Strategies Based on Consumer Behavior -- Epilogue: Importance of International Consumer Behavior - Once More.
Responsibility: A. Coskun Samli.

Abstract:

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.

Notes:

by Tahra (WorldCat user on 2006-10-04)

Consumer behavior Social aspects.

Reviews


Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.