Introduction

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior.

Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior.

As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace.

About the Book

Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.