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Book Review: International Consumer Behavior: Its Impact on Marketing Strategy Development

118 The purpose of this book, according to its author, is to be "a first attempt in formulating a systematic analysis of international consumer behavior and connecting it to the firm's international marketing plans (p. xiv)." Without question, this is a worthy goal. As business becomes increasingly internationalized, the field of international business has expanded greatly. Researchers and practitioners alike are interested in understanding how to develop more effective international strategies. As global competition increases, it is clear that for many firms the development of a market orientation is important, and a key element of this will be gaining an understanding of consumers.