Marketing and Consumer Identity in Multicultural America - Brossura

Tharp, Marye C.

Brossura

ISBN 10: 0761911030 ISBN 13: 9780761911036

Casa editrice: Sage Pubns, 2001

Riassunto

The lesson for marketers is clear: Traditional marketing techniques and single marketing campaigns will not effectively reach consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Using a variety of real-world examples and a rich set of data sources, Marketing and Consumer Identity in Multicultural America introduces students to the phenomenon of multiculturalism in America and examines its impact on consumer identity, consumer behavior, and marketing. In a straightforward, engaging style, Marye C. Tharp presents both the theoretical foundation and the practical tools necessary for marketers to thrive in a multicultural world.

Su questo libro

Recensione:

". . . One of the most thorough examinations of multicultural marketing research to date. I feel that the book will fill a multicultural marketing communications need of both business practitioners and students." 

(Marilyn Roberts)

". . .an excellent starting place to understand vital and growing consumer segments in the U.S.A." 

(Craig Kelley)

Contenuti:

The Marketing Environment in a Multicultural Society
Consumer Identity in a Multicultural Society
Marketing in a Multicultural Environment
Mature Americans
Fastest Growing Subculture
US Latinos - Marye Tharp with Ernest Bromley
Largest Ethnic Subculture
African Americans - Jerome D Williams and Marye C Tharp
Ethnic Roots, Cultural Diversity
Gay Americans
Sexual Orientation as Community Boundary
Asian Americans - Satomi Furuichi et al
In Search of the 'American Dream'
Multicultural Markets and Marketing
Future Directions

Su questa edizione

• Editore: Sage Pubns
• Data di pubblicazione: 2001
• ISBN 10: 0761911030
• ISBN 13: 9780761911036
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 397