Cross-Cultural Buyer Behavior (Advances in International Marketing) (Advances in International Marketing): 18

by Charles R . Taylor (Editor), Doo - Hee Lee (Editor)

• New

  Illustrated
  2007

  $198.02

  Focuses on issues that affect buyer behavior in an international context. This volume contains papers that contribute to theory development. It looks at the impact of direct to consumer prescription drug advertising on consumers, and at the role of emotions in advertising and retailing contexts and their impact on buyers.