Transcultural marketing : building customer relationships in multicultural America
Author(s)
Bibliographic Information
Transcultural marketing : building customer relationships in multicultural America
M.E. Sharpe, c2014
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
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"
by "Nielsen BookData"
