Globalization of Consumer Markets: Structures and Strategies

Contents Section I: Introduction * Market Globalization: An Introduction * The Globalizing Consumer Markets: Issues and Concepts* Section II: Degree of Globalization * The Globalization of the U.S. Economy: Consumer Market Implications* Global Market Segmentation: Strategies and Trends * International Product Rollout: A Country Cluster Approach * Section III: Market Behavior and Development * The Processes Behind the Country of Origin Effect * The Impact of Modernization on Consumer Innovativeness in a Developing Market * Consumer Involvement in Services: An International Evaluation * Conceptualization of India's Emerging Rural Consuming Systems * Section IV: Standardization of Marketing Programs and Process * Consumer Nondurable Products: Prospects for Global Advertising * Are Global Markets With Standardized Advertising Campaigns Feasible? * Winning the Global Advertising Race: Planning Globally, Acting Locally * Toward an Understanding of the Use of Foreign Words in Print Advertising * The Changing South Korean Marketplace: Product Perceptions of Consumer Goods * Section IV: Managerial Implications * Implications of Standardization in Global Markets * A Values Comparison of Future Managers From West Germany and the United States * Reference Notes Included * Index