Transcultural Marketing
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Transcultural Marketing
| Author | : Marye Tharp |
| Publisher | : M.E. Sharpe |
| Total Pages | : 405 |
| Release | : 2014-05-20 |
| Genre | : Business & Economics |
| ISBN | : 0765645068 |
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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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