Overview
Consumers of the 21st century have overcome the conventional value and turned to accept technology-driven marketing amenities. Digital space has offered higher transparency in business, and better opportunity for consumers to express their emotions across geo-demographic consumer segments. Shifts in wealth and income distributions of consumers, and shifts in corporate hierarchies at international and regional levels, have led to an escalation of consumer aspirations. This chapter discusses globalization effects on consumers, and competitive differentiation to attract consumers, and analyzes consumer culture and markets in the changing global business perspectives. Discussions on current trends in ...
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