Transcultural Marketing

1st Edition

Marye Tharp

Routledge
Published May 30, 2014
Textbook - 402 Pages
ISBN 9780765643001 - CAT# Y177879

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Summary

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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