Lecture on Cross Cultural Consumer Behavior - Assignment Point
Lecture on Cross Cultural Consumer Behavior
Subject: International Business | Topics:

Cross culture consumer behavior will be crucial for both managers and consumer researchers. This lecture presents a framework that integrates and reinterprets current research in cross-cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. Culture makes a difference in problem identification and in the objectives motivating choice.

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