Transcultural Marketing
Author:   Marye Tharp (University of Texas at San Antonio, USA)
Publisher:   Taylor & Francis Ltd
ISBN:  

9780765642998


Pages:   402
Publication Date:   30 May 2014
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Transcultural Marketing


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Full Product Details

Author:   Marye Tharp (University of Texas at San Antonio, USA)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 15.20cm , Height: 2.50cm , Length: 22.90cm
Weight:   0.748kg
ISBN:  

9780765642998


ISBN 10:   0765642999
Pages:   402
Publication Date:   30 May 2014
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

"1. Crossing Cultural Borders at Home: Transmigration 2. Who Do You Want to Be Today? Choosing Products, Creating Identities 3. Transcultural Marketing: Developing a Cultural Values Proposition 4. U.S. Hispanics: Cultural Roots Unite a Diverse Group 5. Age Differences Create Unique Consumer Subcultures 6. African Americans: Ethnic Roots, Cultural Diversity 7. Sexual Orientation as Community Boundary: LGBT Americans 8. Asian Americans: Realizing the ""Asian-American Dream"""

Reviews

This book is a must read for anyone in the field of marketing today. Summing Up: Highly recommended. Upper-division undergraduates and above. N. E. Furlow, Marymount University, Choice


Author Information

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.

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