Analyzing the Cultural Diversity of Consumers in the Global Marketplace
| By: | Juan Miguel Alcántara-Pilar; Salvador del Barrio-García; Esmeralda Crespo-Almendros; Lucia Porcu |
| Publisher: | IGI Global |
| Print ISBN: | 9781466682627 |
| eText ISBN: | 9781466682641 |
| Edition: | 1 |
| Copyright: | 2015 |
| Format: | Reflowable |
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The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.