A01=Louise A Heslop
A01=Nicolas Papadopoulos
Author_Louise A Heslop
Author_Nicolas Papadopoulos
Category=KJK
Category=KJS
consumer ethnocentrism
cross-border product evaluation
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
global market competitiveness
industrial buyer perception
international trade agreements
investment location analysis
marketing strategy research
Product details
- ISBN 9781560242369
- Weight: 1090g
- Dimensions: 152 x 229mm
- Publication Date: 13 May 1993
- Publisher: Taylor & Francis Inc
- Publication City/Country: US
- Product Form: Hardback
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This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. 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 behavior. 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. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.
Nicolas Papadopoulos, Louise A. Heslop
