Marye Tharp

Transcultural Marketing (eBook, PDF)

• Format: PDF

Produktbeschreibung

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 402
• Erscheinungstermin: 17. Dezember 2014
• Englisch
• ISBN-13: 9781317507499
• Artikelnr.: 42507066

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"