A01=Marye Tharp
acculturation processes
African American Consumers
American subcultures consumer patterns
Asian American Consumers
Asian American Population
Asian Americans
Author_Marye Tharp
Baby boomers
Bl Ac
Border Mentality
Category=KJMV7
Category=KJS
Consumer Subcultures
cross-cultural psychology
Cu Ba
Customer relationships
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Gay Consumers
Gen Xers
Generation X
Generation Y
Hispanic Consumers
Ho Ld
LGBT
LGBT American
LGBT Community
LGBT Consumer
LGBT Medium
LGBT Person
LGBT Population
LGBT Subculture
LGBTQ+ market analysis
minority consumer behavior
Multi-cultural
multicultural consumer research
Ni Sh
Pe Rc
Spanish Language Media
Sub-culture
subcultural segmentation
Ta Ge
Ta Te
Transcultural
Uncertainty Avoidance
Product details
- ISBN 9780765642998
- Weight: 748g
- Dimensions: 152 x 229mm
- Publication Date: 30 May 2014
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Marye Tharp is a senior lecturer of marketing at the University of Texas in San Antonio, USA.She is the author of articles and books in the fields of international and multicultural marketing and marketing communication.
