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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...

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...