Transcultural marketing
Auteur :
Tharp, Marye
Éditeur :
Taylor & Francis Ltd
ISBN :
9780765643001
Date de publication :
30 mai 2014
Dimensions :
22,9 x 15,2 cm
Poids :
544 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. To build long term customer relationships, marketers must offer a cultural values proposition - they must understand and apply transcultural marketing methods.