Description - Product-country Images by Nicolas Papadopoulos
This is a study of product and country images. Thousands of companies use country identifiers as part of their international marketing strategy and hundreds of researchers have studied the ways in which these identifiers influence behaviour. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. National stereotyping and consumer biases in favour or against countries, based on their image, have been known for some time to influence marketplace decisions. Businesspeople can learn here how to use the country identifiers effectively, when to use them and when to avoid them, and how country images affect the behaviour of consumers in their target markets. "Product-Country Images" discusses the nature and role and influence of product-country images in international marketing strategy and consumer behaviour.
It is a wide-ranging book offering specific information and case studies to further your understanding of the various aspects of this complex topic.
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