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Analyzing the Cultural Diversity of Consumers in the Global Marketplace

2015-04-30 Business & Economics
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Release : 2015-04-30
Genre : Business & Economics
Kind : eBook
Book Rating : 639/5 ( reviews)

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Book Synopsis Analyzing the Cultural Diversity of Consumers in the Global Marketplace by : Alcántara-Pilar, Juan Miguel

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel. This book was released on 2015-04-30. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

2015 Consumer behavior
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Release : 2015
Genre : Consumer behavior
Kind : eBook
Book Rating : 641/5 ( reviews)

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Book Synopsis Analyzing the Cultural Diversity of Consumers in the Global Marketplace by :

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by . This book was released on 2015. Available in PDF, EPUB and Kindle. Book excerpt: "This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--

Marketing and Multicultural Diversity

2012-08-28 Business & Economics
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Release : 2012-08-28
Genre : Business & Economics
Kind : eBook
Book Rating : 829/5 ( reviews)

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Book Synopsis Marketing and Multicultural Diversity by : Professor C P Rao

Download or read book Marketing and Multicultural Diversity written by Professor C P Rao. This book was released on 2012-08-28. Available in PDF, EPUB and Kindle. Book excerpt: As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.

The Oxford Handbook of Multicultural Identity

2015-08-01 Psychology
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Release : 2015-08-01
Genre : Psychology
Kind : eBook
Book Rating : 750/5 ( reviews)

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Book Synopsis The Oxford Handbook of Multicultural Identity by : Veronica Benet-Martinez

Download or read book The Oxford Handbook of Multicultural Identity written by Veronica Benet-Martinez. This book was released on 2015-08-01. Available in PDF, EPUB and Kindle. Book excerpt: Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.

Consumer Behavior and Culture

2010-09-29 Business & Economics
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Release : 2010-09-29
Genre : Business & Economics
Kind : eBook
Book Rating : 232/5 ( reviews)

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Book Synopsis Consumer Behavior and Culture by : Marieke de Mooij

Download or read book Consumer Behavior and Culture written by Marieke de Mooij. This book was released on 2010-09-29. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow's marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.

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