Articles liés à THARP: MARKETING AND (P) CONSUMER IDENTITY IN MULTICULTURALA...

THARP: MARKETING AND (P) CONSUMER IDENTITY IN MULTICULTURALAMERICA - Couverture souple

Tharp, Marye C.

 
9780761911036: THARP: MARKETING AND (P) CONSUMER IDENTITY IN MULTICULTURALAMERICA
Couverture souple
ISBN 10 : 0761911030 ISBN 13 : 9780761911036
Editeur : SAGE Publications Inc, 2001

Synopsis

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.

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Éditeur
SAGE Publications Inc
Date d'édition
2001
Langue
anglais
ISBN 10 
0761911030
ISBN 13 
9780761911036
Reliure
Broché
Nombre de pages
397
Coordonnées du fabricant
non disponible
Personne responsable
non disponible