Analyzing the cultural diversity of consumers in the global marketplace / Juan Miguel Alcantara-Pilar, Salvador del Barrio-Garcia, Esmeralda Crespo-Almendros, and Lucia Porcu, [editors].
"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...
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| Main Authors: | , , , |
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| Format: | Ebook |
| Language: | English |
| Published: |
Hershey, PA :
Business Science Reference, an imprint of IGI Global,
[2015]
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| Series: | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
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| Subjects: | |
| Online Access: | IGI Global e-Book Collection |
| Summary: | "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."--Publisher's website. |
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| Item Description: | "Premier reference source"--Cover. |
| Physical Description: | 1 online resource. |
| Format: | Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 1466682639 1466682647 9781466682634 9781466682641 |
| ISSN: | 2327-5529 |