Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)

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Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)

This research aims to explore consumer behavior and their responses to possible effects of globalization, resulting in adopting different global marketing strategies in an Asian country particularly Malaysia which is so different of European ones, especially, in terms of cultural aspects. Homogenei...

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Bibliographic Details
Main Authors:	Nezakati, Hossein, Akhoundi, Maryam
Format:	Article
Language:	English
Published:	International Foundation for Research & Development 2013
Online Access:	http://psasir.upm.edu.my/id/eprint/28380/ http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf

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