Transcultural Marketing: Building Customer Relationships in Multicultural America: 2014

Transcultural Marketing: Building Customer Relationships in Multicultural America: 2014

by Marye Tharp

Paperback

$63.95
View All Available Formats & Editions
Choose Expedited Shipping at checkout for guaranteed delivery by Wednesday, January 23

Product Details

ISBN-13: 9780765643001
Publisher: Taylor & Francis
Publication date: 06/30/2014
Pages: 402
Product dimensions: 6.00(w) x 8.90(h) x 0.90(d)

About the Author

Marye Tharp is a senior lecturer of marketing at the University of Texas in San Antonio, USA.She is the author of articles and books in the fields of international and multicultural marketing and marketing communication.

Table of Contents

1. Crossing Cultural Borders at Home: Transmigration 2. Who Do You Want to Be Today? Choosing Products, Creating Identities 3. Transcultural Marketing: Developing a Cultural Values Proposition 4. U.S. Hispanics: Cultural Roots Unite a Diverse Group 5. Age Differences Create Unique Consumer Subcultures 6. African Americans: Ethnic Roots, Cultural Diversity 7. Sexual Orientation as Community Boundary: LGBT Americans 8. Asian Americans: Realizing the "Asian-American Dream"

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews