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General Book Search for "9781560242376"

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Product-Country Images

Author : Louise A Heslop,Nicolas Papadopoulos
Paperback
Published : Monday 26 April 1993
ISBN : 9781560242376
Price : €169.65

Description

National stereotyping and consumer bias in favour of or against countries, based on their image, have been known to influence marketplace decisions. This work discusses the nature, role and influence of product-country images in international marketing strategy and consumer behaviour.