Transcultural marketing : building customer relationships in multicultural America / by Marye Tharp.

By: Material type: TextPublisher: Armonk, New York : M.E. Sharpe, [2014]Description: xiv, 387 pages ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780765642998 (hardcover : alk. paper)
  • 0765642952 (hardcover : alk. paper)
  • 9780765643001 (pbk. : alk. paper)
  • 0765643006 (pbk. : alk. paper)
Subject(s): LOC classification:
  • HF 5415.332 .M56 .T48 2014
Contents:
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".
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Holdings
Item type Current library Call number Status Barcode
Book Storms Research Center Main Collection HF 5415.332 .M56 .T48 2014 (Browse shelf(Opens below)) Available 98646265

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".

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