Transcultural marketing : building customer relationships in multicultural America / by Marye Tharp.
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition if they want to build long-term customer relationships. In Transcultural Marketing: Building Cus...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Armonk, New York :
M.E. Sharpe,
[2014]
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| Subjects: |
Main Stacks
| Call Number: |
HF5415.332.M56 T48 2014
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| HF5415.332.M56 T48 2014 | Available |