Transcultural marketing : building customer relationships in multicultural America / by Marye Tharp.
2014
658.812080973 T367t 2014
Available at 2nd (Main) Floor
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Title
Transcultural marketing : building customer relationships in multicultural America / by Marye Tharp.
Author
ISBN
9780765642998 (hardcover : alk. paper)
0765642999 (hardcover : alk. paper)
9780765643001 (pbk. : alk. paper)
0765643006 (pbk. : alk. paper)
0765642999 (hardcover : alk. paper)
9780765643001 (pbk. : alk. paper)
0765643006 (pbk. : alk. paper)
Published
Armonk, New York : M.E. Sharpe, [2014]
Language
English
Description
xiv, 387 pages ; 24 cm
Other Standard Identifiers
40023929855
Call Number
658.812080973 T367t 2014
System Control No.
(OCoLC)864703516
(OCoLC)864703516
(OCoLC)864703516
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
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".
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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