Búsqueda de LIBROS DEL AUTOR: isaac cheah

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  ebook

  COUNTRY OF ORIGIN EFFECT

  ISAAC CHEAH / IAN PHAU / GAETANO AIELLO

  This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry...

  $1,260.00

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