Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible

This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21

Based on ongoing research at IDRAC Business School (France) and drawing from guest lectures at international partner universities, this volume discusses the cha

Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of

The most pervasive and broadest environmental factor of consumer behavior is culture. In the 21st century, globalization of trade and business, although not ent