Transcultural marketing: building customer relationships in multicultural America
Material type:
TextPublication details: Armonk, New York M.E. Sharpe 2014Description: xiv, 387 pages 24 cmISBN: - 9780765643001
- 658.812 THA
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Symbiosis Institute of Business Management - Hyderabad General | Reference | 658.812 THA (Browse shelf(Opens below)) | Available | SIBMH-B-9237 |
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| 658.812 GUM Total relationship marketing: | 658.812 MUL Customer relationship management | 658.812 OLI Satisfaction: a behavioral perspective on the consumer | 658.812 THA Transcultural marketing: | 658.816 DEO Why I am paying more: price theory and market structures made simple | 658.816 HIN Innovation in pricing: contemporary theories and best practices | 658.827 BLA Brand love is not enough: a theory of consumer brand relationships in practice |
Includes bibliographical references and index.
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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