Today's marketers are confronted with a spate of differing opinions
and conflicting information about the changing consumer in the era
of globalization. This book, Consumer Cosmopolitism in the Age of
Globalization offers authoritative answers to the following
questions: "What marketing opportunities are associated with
consumer cosmopolitanism?" How do trends in consumer
cosmopolitanism affect long-range planning?" "What are the best
communications strategies for reaching the cosmopolitan consumer?"
"What are the best means of understanding and engagement with these
consumers?" "What retail environments and channels work best with
this market segment?" "How does marketing to cosmopolitan consumers
fit into overall marketing strategies?" "In which directions must
organizations change to adapt to consumer cosmopolitanism?" The
book analyzes cosmopolitan consumers in considerable depth and is a
rich source of ideas for relevant marketing strategies. It shows
how to re-formulate traditional marketing principles that no longer
work in the shifting global environment. The book is written under
the editorship of Melvin Prince in collaboration with notable
experts in the field.
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