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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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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