Summary |
Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergency of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global.
The main aim of the book is to enhance the reader’s knowledge – especially from a multidisciplinary perspective rather than from an individual functional perspective –of international consumer behavior. It also explores the role of globalization in the evolving world of the new technology sector and provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services.
|
