Transcultural Marketing
Author | : Marye Tharp |
Publisher | : M.E. Sharpe |
Total Pages | : 405 |
Release | : 2014-05-20 |
ISBN-10 | : 9780765645067 |
ISBN-13 | : 0765645068 |
Rating | : 4/5 (068 Downloads) |
Book Synopsis Transcultural Marketing by : Marye Tharp
Download or read book Transcultural Marketing written by Marye Tharp and published by M.E. Sharpe. This book was released on 2014-05-20 with total page 405 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.