Analyzing the Cultural Diversity of Consumers in the Global Marketplace PDF Download
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Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
ISBN: 1466682639
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
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.
Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
ISBN: 1466682639
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
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.
Author:
Publisher:
ISBN: 9781466682641
Category : Consumer behavior
Languages : en
Pages : 0
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Book Description
"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for global brands"--
Author: Marye Tharp
Publisher: Routledge
ISBN: 1317507495
Category : Business & Economics
Languages : en
Pages : 402
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Book Description
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 to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: Marieke K. de Mooij
Publisher: SAGE
ISBN: 1412914760
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text′ - Choice The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition: - Topics including culture and the media, the internet and global public relations - Consumer behavior is more extensively covered - Consideration of culture′s consequences for various strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications - Twice as many illustrations -both recent and classic advertising examples have been added.
Author: Hester van Herk
Publisher: Springer
ISBN: 3319650912
Category : Psychology
Languages : en
Pages : 218
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Book Description
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behavior across diverse countries worldwide and across cultural groups within countries, depicting commonly-used cross-cultural frameworks and research methods. Beginning with conceptualizing and quantifying culture at the national level, the volume then moves to individual levels of analysis of consumer decision-making, examining consumer data as they affect business decisions in marketing products internationally. The resulting work synthesizes the consumer science, international business, and consumer psychology literatures for a deeper understanding of all three disciplines and pathways to future research as cultures interact and tastes evolve. Among the topics covered: Culture as a driver of individual and national consumer behavior. Consumer culture-based attitudes toward buying foreign versus domestic products. Country-of-origin effects: consumer perceptions of international products. The roles of cultural influences in product branding. Cultural aspects of consumer-brand relationships. Consumer behavior in the emerging marketplace of subsistence countries. This attention to both national detail and individual nuance makes Cross-Cultural Issues in Consumer Science and Consumer Psychology an instructive and highly useful reference for scholars and students in consumer psychology, cross-cultural psychology, marketing, international business, as well as professionals in these areas.
Author: Marieke K. de Mooij
Publisher: SAGE
ISBN: 0761926690
Category : Business & Economics
Languages : en
Pages : 361
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Book Description
De Mooij argues that differences in consumer behaviour across countries are not decreasing, but increasing. This book provides empirical evidence that the need to understand culture to explian differences in consumer behaviour is greater than ever.
Author: Professor C P Rao
Publisher: Gower Publishing, Ltd.
ISBN: 1409459829
Category : Business & Economics
Languages : en
Pages : 283
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Book Description
As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.
Author: Marieke de Mooij
Publisher: SAGE
ISBN: 1452236232
Category : Business & Economics
Languages : en
Pages : 425
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Book Description
The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow's marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Author: Sarma, Sarmistha
Publisher: IGI Global
ISBN: 1522527281
Category : Business & Economics
Languages : en
Pages : 375
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Book Description
Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.
Author: Maria G. Piacentini
Publisher: Routledge
ISBN: 1135744084
Category : Business & Economics
Languages : en
Pages : 13
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Book Description
With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives. This book is timely in addressing important themes raised in the most recent marketing literature, such as: global consumer culture, and the impact of Western culture on consumer behaviour in other countries; consumer acculturation processes, and the impact on identity conflicts and the strategies people use to manage them; globalisation vs. localised strategies, and the interaction of local and global influences on customer behaviour; climate change and global warming, the impact on consumer behaviour, and the implications for social responsibility; and cross-cultural customer research, including important methodological questions around the application of sociological, group-level measures to psychological, individual-level phenomenon in marketing contexts. The papers in this edition address those themes, reporting on studies from a range of countries, including Germany, Greece, China, and Austria, and a number of cultural groups in the UK. These papers draw on quantitative and qualitative methodologies, reflecting the full range of methods employed in contemporary consumer research. This book was originally published as a special issue of the Journal of Marketing Management.
