Analyzing the Cultural Diversity of Consumers in the Global Marketplace (Hardcover)

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.

General

Imprint:	Idea Group,U.S.
Country of origin:	United States
Series:	Advances in Marketing, Customer Relationship Management, and E-Services
Release date:	June 2015
Editors:	Juan Miguel Alcantara-Pilar • Salvador del Barrio Garcia • Esmeralda Crespo-Almendros • Lucia Porcu
Dimensions:	229 x 152 x 28mm (L x W x T)
Format:	Hardcover
Pages:	403
ISBN-13:	978-1-4666-8262-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Customer services
LSN:	1-4666-8262-0
Barcode:	9781466682627

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