Consumer Cosmopolitanism in the Age of Globalization - Prince, Melvin
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Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision, and sense of belonging to the world. These people are sophisticated and importantly engaged in the cultures outside of local geographical boundaries. But what do we know about them as consumers-their origins, values, media usage, and buyer behavior? This unique book details much about this group, and fills a knowledge gap that has long been overlooked largely because other related marketing areas have overshadowed and overlooked the notion of cosmopolitan consumers. Until…mehr

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Produktbeschreibung
Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision, and sense of belonging to the world. These people are sophisticated and importantly engaged in the cultures outside of local geographical boundaries. But what do we know about them as consumers-their origins, values, media usage, and buyer behavior? This unique book details much about this group, and fills a knowledge gap that has long been overlooked largely because other related marketing areas have overshadowed and overlooked the notion of cosmopolitan consumers. Until this book, in fact, there has been no single authoritative source that directly and comprehensively covers the field of consumer cosmopolitanism. This book also includes original essays by an all-star cast of contributors, giving you an introduction to a powerful new approach to marketing, eclectically packed with novel ideas and insights that noticeably advance the marketing field and bring it more fully into the age of globalization.
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Autorenporträt
Melvin Prince holds a PhD from Columbia University, and is a professor of marketing at Southern Connecticut State University. Past academic appointments include teaching and research at Brandeis University, Fordham University, Pace University, Iona College, and Quinnipiac University. Dr. Prince has delivered addresses to many organizations, and has written four books, including Leading Edge Marketing Research, and Consumer Research for Management Decisions. A major theme of his writings include cutting edge issues in consumer behavior and research methodology, such as the money attitudes of men and women, reliability of positioning studies, brand prestige measurement, innovative approaches to focus groups, and potentials of mixed methods studies. He is a member of the editorial board of the Journal of Business Research, and the Journal of Advertising Research.