商品簡介
Samli sets a foundation for analyzing the impact of culture on behavior and how this impact may vary in different cultures. By understanding consumer behavior patterns in different world markets, international marketers can serve the special needs of international consumers. Cultures can be grouped and their impact on the consumer behavior can be detected. Understanding consumer behavior in different culture groups is the foundation of international marketing success.
作者簡介
A. COSKUN SAMLI is Research Professor of Marketing and International Business at the University of North Florida, and an international marketing consultant.
