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Transcultural Marketing

Marye Tharp · ISBN 9780765643001
Transcultural Marketing | Zookal Textbooks | Zookal Textbooks
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Publisher Taylor and Francis
Author(s) Marye Tharp
Published 30th May 2014
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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.
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