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
並立書誌 全1件
大学図書館所蔵 全1件
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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