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Investigating how markets are becoming increasingly similar across
countries while simultaneously becoming more diverse and
heterogeneous within countries, this timely Handbook explores novel
and under-researched sub-cultural marketing segments. Contributions
from a diverse group of established and emerging marketing scholars
examine how we might better understand and serve new generations of
consumers from a variety of generational, ethnic, and religiously
diverse market segments. Cognisant of the cultural diversity within
cultures, the Handbook considers the ethical ramifications of
culture- and race-based targeting and segmentation, advancing a
culture-based marketing approach that addresses the similarities
and differences across groups while recognising the variety that
exists within them. Chapters explore a compelling array of topics,
from advocating for a departure from the white, Eurocentric, and
heteronormative ideals that dominate the global beauty industry and
investigating how Hip Hop's move into the mainstream raises
questions about authenticity and cultural appropriation, to
addressing the role played by religion in consumer behaviour and
mapping the diverse and complex markets of Latin America and Asia.
Featuring multidisciplinary research which builds towards a more
vibrant ethnic and sub-cultural marketing literature, this
compelling Handbook will inform and inspire the work of current and
future marketing scholars. It will also be an essential resource
for corporations interested in targeting ethnic and religious
marketing segments.
Disillusionment with globalization, along with a rise in
nationalist sentiment, may lead us to ask whether cross-cultural or
international research will be necessary in the coming years and,
if it is, what form it will take. While all international marketing
is cross-cultural, not all cross-cultural marketing is
international. Cultures are defined as groups of people who share a
common language, set of norms, institutions, beliefs and values.
There are many ways such groups can be defined - only one of which
is country. Regardless of the definition parameters, one thing
remains clear: cross-cultural marketing is a broad topic in today's
technological, always-connected world. This Handbook suggests
future directions for cross-cultural marketing research in a
rapidly evolving global environment. It builds upon existing models
and topics, addresses the methodological challenges of
cross-cultural research, and provides applied examples spanning
various methodologies as well as industry sectors and country
settings. In addition, contributors present new paradigms for
future research. Cross-cultural marketing research scholars, Ph.D.
students and cross-cultural and international marketing
practitioners will benefit from this thorough examination of
current trends as well as forward thinking concepts from some of
the field's foremost experts.
The customer is the only one who can fire all of us. -Sam Walton
Doing business in today's economy and surviving requires a new
paradigm. Who are at the center of this new approach to doing
business? CONSUMERS. Historically, power struggles have raged
between suppliers and distributors. Recently, both parties awakened
to the fact that neither of them has the ultimate power . . . it
now resides solely with the consumer. This valuable book describes
what demassification of the consumer market means and will show you
howand whybusinesses must adapt to succeed. Handy charts, tables,
and illustrations make the information easy to understand, and
fascinating sidebar quotations from well-known leaders of various
industriesSam Walton, Jack Welch, and many moregive the book a
unique and memorable flavor. Consumers, say the authors, not only
demand higher quality and lower prices, but also expect convenient,
quick, customized service. They expect in-stock conditions and
quality. They demand value and respect. Global markets mean large
numbers of consumers, but these consumers want to be treated as
individuals, and the mass market no longer exists. Companies in
industries from financial services to groceries to consumer goods
to health care to hardware to automobiles are adopting these new
business processes and winning in the marketplace. Their
competitors are falling by the wayside. This essential book:
examines the factors that are shaping the current business
environment and looks at the re-orientation of today's consumer,
presenting global perspectives on these vital issues explores this
new consumer-centric approach from the perspectives of suppliers,
intermediaries, and retailers, as well as the business processes
being used to create more efficient supply chains and more
effective demand fulfillment processes shows you the tools that can
be used to implement this new business paradigm in the areas of
technology, internal business processes, and collaboration answers
frequently asked questions shares the success stories of Rite Aid,
Southwest Airlines, Starbucks, Snap-On Tools, National
Semiconductor, and others! After addressing the issues of why
business must change and examining the significance of a global
business environment, The Consumer . . . or Else! addresses each
element of the new business paradigm: the new role of consumers
major players, including the shift in the business processes of
retailers and manufacturers and the role of intermediaries new
business processes, with a focus on technology, internal
coordination, and collaboration Companies from Dell Computer to Del
Monte are putting consumers first and reaping the sales benefits.
General Mills will soon provide consumers with the opportunity to
create and name their own custom cereal. As the authors point out,
The business process is changing-changing the way product flows,
the way information flows, and the way cash flows. Companies that
recognize this need to change will hold huge competitive
advantages, and the companies that fail to adapt will simply not be
here in the future. Let The Consumer . . . or Else!:
Consumer-Centric Business Paradigms be your guidebook to this
challenging new business climate.
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