Transcultural Marketing: Building Customer Relationships in Multicultural America
- ISBN-10
- 0765645068
- ISBN-13
- 9780765645067
- Category
- Business & Economics
- Pages
- 400
- Language
- English
- Published
- 2014-05-20
- Publisher
- M.E. Sharpe
- Author
- Marye Tharp
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.
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