Transcultural marketing : building customer relationships in multicultural America
著者
書誌事項
Transcultural marketing : building customer relationships in multicultural America
M.E. Sharpe, c2014
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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"
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