TY  - BOOK
AU  - Tharp,Marye C.
TI  - Transcultural marketing: building customer relationships in multicultural America 
SN  - 9780765642998 (hardcover : alk. paper)
AV  - HF 5415.332 .M56 .T48 2014
PY  - 2014///]
CY  - Armonk, New York
PB  - M.E. Sharpe
KW  - Minority consumers
KW  - United States
KW  - Marketing
KW  - Cross-cultural studies
KW  - Target marketing
KW  - Customer relations
N1  - 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"
ER  -