Transcultural Marketing

ISBN-13: 9780765642998 / Angielski / Twarda / 2014 / 402 str.

Marye Tharp

Opis

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 if they want to build long-term customer relationships. In Transcultural Marketing: Building Customer Relationships in Multicultural America, these topics are woven into profiles of nine American subcultures whose members have unique information sources, marketing preferences, values, and groups with which they identify.

This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. The chapters profile three ethnic subcultures (U.S. Latinos, African Americans, Asian Americans), five age-cohorts (Tweens, Generation Y, Generation X, the Baby Boomers, and the Mature Market), and one subculture based on sexual orientation and identity (the LGBT subculture). Each profile details the demographics, geographic concentrations, cultural values, media habits, media availability, and unique marketing preferences of members of that subculture. Examples of successful companies show how transcultural marketing tactics reinforce bonds with customers based on shared values and affiliations.

Transcultural Marketing is based on a wealth of academic, trade and proprietary research and includes plentiful cases, advertisements, and descriptions of marketing programs.

Recenzje

"This book is a must read for anyone in the field of marketing today. Summing Up: Highly recommended. Upper-division undergraduates and above."  N. E. Furlow, Marymount University, Choice

Spis treści

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"

O autorze

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.