Transcultural marketing : building customer relationships in multicultural America /

Tharp, Marye C.

Transcultural marketing : building customer relationships in multicultural America / by Marye Tharp. - xiv, 387 pages ; 24 cm

Includes bibliographical references and index.

Crossing cultural borders at home: transmigration -- Who do you want to be today? Choosing products, creating identities -- Transcultural marketing: developing a cultural values proposition -- U.S. Hispanics: cultural roots unite a diverse group -- Age differences create unique consumer subcultures -- African Americans: ethnic roots, cultural diversity -- Sexual orientation as community boundary: LGBT Americans -- Asian Americans: realizing the "Asian-American dream".

9780765642998 (hardcover : alk. paper) 0765642952 (hardcover : alk. paper) 9780765643001 (pbk. : alk. paper) 0765643006 (pbk. : alk. paper)

40023929855

2013047525


Minority consumers--United States.
Marketing--United States--Cross-cultural studies.
Target marketing--United States.
Customer relations--United States.

HF 5415.332 .M56 / .T48 2014