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Books
Globalization of consumer markets : structures and strategies
- Available as
- Physical
Details
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- Creator
- Salah S. Hassan, Erdener Kaynak, editors
- Format
- Books
- Language
- English
- Contributors
- Publication
-
- New York : International Business Press, [1994]
- ©1994
- Physical Details
-
- xxi, 333 pages : illustrations ; 22 cm
- ISBNs
- 9781560244295, 1560244291, 9781560244301, 1560244305
- OCLC
- ocm27974370
- Includes bibliographical references and index.
- Foreword / Phillip D. Grub -- Market Globalization: An Introduction / Salah S. Hassan and Erdener Kaynak -- Ch. 1. The Globalizing Consumer Markets: Issues and Concepts / Salah S. Hassan and Erdener Kaynak -- Ch. 2. The Globalization of the U.S. Economy: Consumer Market Implications / Michael R. Czinkota and Ilkka A. Ronkainen -- Ch. 3. Global Market Segmentation Strategies and Trends / Salah S. Hassan and Lea Prevel Katsanis -- Ch. 4. International Product Rollout: A Country Cluster Approach / Paul A. Herbig and Hugh E. Kramer -- Ch. 5. The Processes Behind the Country of Origin Effect / Paul L. Sauer, Murray A. Young and H. Rao Unnava -- Ch. 6. The Impact of Modernization on Consumer Innovativeness in a Developing Market / Jose F. Medina and Pavlos Michaels -- Ch. 7. Consumer Involvement in Services: An International Evaluation / Lee D. Dahringer, Charles D. Frame, Oliver Yau and Janet McColl-Kennedy -- Ch. 8. Conceptualization of India's Emerging Rural Consuming Systems / V. Mukunda Das and C. P. Rao -- Ch. 9. Consumer Nondurable Products: Prospects for Global Advertising / John S. Hill and William L. James -- Ch. 10. Are Global Markets with Standardized Advertising Campaigns Feasible? / Alan T. Shao, Lawrence P. Shao and Dale H. Shao -- Ch. 11. Winning the Global Advertising Race: Planning Globally, Acting Locally / Roger D. Blackwell, Riad Ajami and Kristina Stephan -- Ch. 12. Toward an Understanding of the Use of Foreign Words in Print Advertising / Nina M. Ray, Mary Ellen Ryder and Stanley V. Scott -- Ch. 13. The Changing South Korean Marketplace: Perceptions of Consumer Goods / Linda J. Morris and John H. Hallaq -- Ch. 14. Implications of Standardization in Global Markets / A. Tansu Barker and Nizamettin Aydin -- Ch. 15. A Values Comparison of Future Managers from West Germany and the United States / John Paul Fraedrich, Neil C. Herndon, Jr. and O. C. Ferrell