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Strategizing International Marketing and a Research Agenda

In: International Consumer Behavior in the 21st Century

Author

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  • A. Coskun Samli

    (University of North Florida)

Abstract

As I stated in my previous book (Samli 1995), we have to understand international consumer behavior so that consumers all over the world may have their needs and desires taken care of. This orientation in the twenty-first century has become more critical but also more challenging. In our discussions through the Introduction and Chap. 13, the discussion has been in the direction of understanding the learning and involvement of international consumers as conditions prior to the purchase.

Suggested Citation

  • A. Coskun Samli, 2013. "Strategizing International Marketing and a Research Agenda," Springer Books, in: International Consumer Behavior in the 21st Century, edition 127, chapter 0, pages 161-165, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4614-5125-9_16
    DOI: 10.1007/978-1-4614-5125-9_16
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