Globalization is a leading force in industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence 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 behaviour. 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. Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book. At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.
Book Details:
- Author: Chantal Ammi
- ISBN: 9781118614846
- Year Published: 2007
- Pages: 280
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Globalization is a leading force in industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence 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 behaviour. 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. Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book. At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.
Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, behavioral, and geographical variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Examines the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale. Provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services.
About the Author
Chantal Ammi is a Professor at the National Institute of Telecommunications, Evry, France, head of MINT laboratory.