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.

Product-Country Images 1993, Routledge, New York, NY

ISBN-13: 9781560242369

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Product-Country Images 1993, Routledge, New York, NY

ISBN-13: 9781560242376

Trade paperback

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