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008 121205s2013 xxu| s |||| 0|eng d
020 _a9781461451259
_9978-1-4614-5125-9
024 7 _a10.1007/978-1-4614-5125-9
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aSamli, A. Coskun.
_eauthor.
245 1 0 _aInternational Consumer Behavior in the 21st Century
_h[electronic resource] :
_bImpact on Marketing Strategy Development /
_cby A. Coskun Samli.
264 1 _aNew York, NY :
_bSpringer New York :
_bImprint: Springer,
_c2013.
300 _aXX, 170 p. 79 illus., 59 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
520 _aOver the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more important now than ever before. In this book, Josh Samli explores the challenges facing modern international marketers. He explains what it is to have successful communication with the target market: using social media to share consistent information about products and services, communicating directly with culture-driven consumers who already communicate online amongst themselves and with competitors, and mastering people-to-people communication with both privileged and non-privileged consumers. Any company dealing with international marketing must learn how to handle these new challenges in order to survive in the 21st century.
650 0 _aBusiness.
650 0 _aMarketing.
650 0 _aIndustrial management.
650 1 4 _aBusiness and Management.
650 2 4 _aMarketing.
650 2 4 _aMedia Management.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9781461451242
856 4 0 _uhttp://dx.doi.org/10.1007/978-1-4614-5125-9
912 _aZDB-2-SBE
942 _2Dewey Decimal Classification
_ceBooks
999 _c44282
_d44282