Analyzing the Cultural Diversity of Consumers in the Global Marketplace

ISBN-13: 9781466682627 / Angielski / Twarda / 2015 / 432 str.

Juan Miguel Alcantara-Pilar; Esmeralda Crespo-Almendros; Salvador Del Salvador Del Barrio-Garcia

Opis

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. This title explores the strategies associated with promoting products and services to a culturally-diverse target market.