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Hardcover International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice Book
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ISBN: 3030335879

ISBN13: 9783030335878

International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice

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Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic...

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Format: Hardcover

Condition: New

$79.99
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