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

Tharp, Marye C.

 
9780761911036: THARP: MARKETING AND (P) CONSUMER IDENTITY IN MULTICULTURALAMERICA
Softcover
ISBN 10: 0761911030 ISBN 13: 9780761911036
Verlag: Sage Publications, Incorporated, 2001

Inhaltsangabe

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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Verlag
Sage Publications, Incorporated
Erscheinungsdatum
2001
Sprache
Englisch
ISBN 10 
0761911030
ISBN 13 
9780761911036
Einband
Taschenbuch
Anzahl der Seiten
397
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar