Can I read Cross-Cultural Buyer Behavior, Volume 18 (Advances in International Marketing) on EtoBox?

Cross-Cultural Buyer Behavior, Volume 18 (Advances in International Marketing) by Taylor, Charles R., 1961-; Lee, Doo-Hee is a book available to read on EtoBox.

What is Cross-Cultural Buyer Behavior, Volume 18 (Advances in International Marketing) about?

Describes international buyer behavior. This book discusses the impact of direct to consumer prescription drug advertising on consumers. It examines cultural factors as they pertain to buyer behavior in multiple contexts, explaining paradoxical buyer behavior among Koreans and examining drivers of satisfaction with industrial goods across markets. The theme of this issue is international buyer behavior. The papers collected in this volume contribute to theory development and contain important implications for managers and policy makers. With chapters written by leading marketing scholars from around the world, including current and/or former Presidents of the American Academy of Advertising, the European Academy of Advertising, and the Korea Advertising Society, this volume focuses on cutting edge issues that affect buyer behavior in an international context. The first of the four sections of the book focuses on a controversial topic: the impact of direct to consumer prescription drug advertising on consumers. Next is a group of papers that looks at the role of emotions in advertising and retailing contexts and their impact on buyers. The third section of the book examines cultural

Author

Taylor, Charles R., 1961-; Lee, Doo-Hee

Publisher

Emerald Group Publishing Ltd. ; JAI , JAI Press Inc., JAI an imprint of Elsevier Science

Published

2007

Language

EN

ISBN

9781559386456

Subjects

Marketing, Management, Business