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In this chapter, we describe our rationale for writing this book, underscore the essential place consumer behavior holds in marketing strategy design and implementation, and discuss the contents of the book’s 10 chapters in detail. We explain how the book’s chapters link to one another.

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Introduction: Consumer Behavior in the Cross-Cultural Context

  • 章节

  • 发表日期：

    2025年

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  • Richard P. Bagozzi,
  • Attila Yaprak

摘要

In this chapter, we describe our rationale for writing this book, underscore the essential place consumer behavior holds in marketing strategy design and implementation, and discuss the contents of the book’s 10 chapters in detail. We explain how the book’s chapters link to one another.