Transcultural Marketing
| By: | Marye Tharp |
| Publisher: | Taylor & Francis |
| Print ISBN: | 9780765642998 |
| eText ISBN: | 9781317507482 |
| Edition: | 1 |
| Copyright: | 2014 |
| Format: | Reflowable |
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Table of Contents
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.