| 000 | 01052cam a2200205 i 4500 | ||
|---|---|---|---|
| 008 | 131212s2014 nyu b 001 0 eng | ||
| 020 | _a9780765643001 | ||
| 082 | 0 | 0 |
_a658.812 _bTHA |
| 100 | 1 | _aTharp, Marye C. | |
| 245 | 1 | 0 |
_aTranscultural marketing: _bbuilding customer relationships in multicultural America |
| 260 |
_aArmonk, New York _bM.E. Sharpe _c2014 |
||
| 300 |
_axiv, 387 pages _c24 cm |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _aBecause 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. | ||
| 650 | 0 |
_aMinority consumers _zUnited States. |
|
| 650 | 0 |
_aMarketing _vCross-cultural studies. |
|
| 650 | 0 | _aTarget marketing | |
| 650 | 0 | _aCustomer relations | |
| 942 |
_2ddc _cB |
||
| 999 |
_c601729 _d601729 |
||