Consumer Response to High Technology Mobile Phones in Emerging Markets

Consumer Response to High Technology Mobile Phones in Emerging Markets

Ernesto Fierros (Monterrey Institute of Technology and Higher Education ITESM, Mexico) and Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch011
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Abstract

The principal objective of the study is to identify the primary variables that can make an impact on the buying decision for a mobile phone. The focus of this study is to suggest developing a high performing customer-centric marketing plan to guide the mobile telecommunication companies to gain competitive advantage in the market.

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