Marye Tharp

Transcultural Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. To build long term customer relationships, marketers must offer a cultural values proposition - they must understand and apply transcultural marketing methods.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 402
• Erscheinungstermin: 17. Dezember 2014
• Englisch
• ISBN-13: 9781317507482
• Artikelnr.: 42507455

Autorenporträt

Marye Tharp is a senior lecturer of marketing at the University of Texas in San Antonio, USA.She is the author of articles and books in the fields of international and multicultural marketing and marketing communication.

Inhaltsangabe

1. Crossing Cultural Borders at Home: Transmigration 2. Who Do You Want to
Be Today? Choosing Products, Creating Identities 3. Transcultural
Marketing: Developing a Cultural Values Proposition 4. U.S. Hispanics:
Cultural Roots Unite a Diverse Group 5. Age Differences Create Unique
Consumer Subcultures 6. African Americans: Ethnic Roots, Cultural Diversity
7. Sexual Orientation as Community Boundary: LGBT Americans 8. Asian
Americans: Realizing the "Asian-American Dream"