Transcultural Marketing: Building Customer Relationships in Multicultural America

Book Details:

• Publisher: Routledge

• Author: Marye Tharp

• Language: English

• Edition: 1

• ISBN: 9780765643001

• Pages: 402

• Cover: Paperback

• Dimensions: 8.9 x 6.0 x 0.4 inches

• Part Number: 56 black & white tables, 26 black & white illustrations

About The Book:

Written by Marye Tharp and published by Routledge, this first edition, released on May 30, 2014, explores the evolving landscape of American consumer behavior through a transcultural marketing lens. As American consumers increasingly move between social identities to express their values and affiliations, marketers must adopt transcultural methods to build meaningful, long-term customer relationships.

This book presents a unique analysis by profiling 9 influential American subcultures that are currently shaping the marketplace. These profiles provide readers with an in-depth look at how different cultural groups influence consumer choices and what businesses can do to effectively reach these diverse audiences.

With 402 pages of insightful content, the book includes 56 black & white tables and 26 black & white illustrations that further illuminate the cultural dynamics at play. The paperback format (8.9 x 6.0 x 0.4 inches) ensures the book remains both comprehensive and portable, making it an excellent reference for marketing professionals and academics alike.

For those interested in understanding the cultural forces that drive American consumer behavior, this book offers valuable perspectives and strategies for engaging with today's diverse market.