Ebooks for the Classroom+Faculty

Advances in Marketing, Customer Relationship Management, and E-Services : Analyzing the Cultural Diversity of Consumers in the Global Marketplace
ISBN: 9781466682634
Platform/Publisher: PQ ebrary / IGI Global
Digital rights: Users: Unlimited; Printing: Limited; Download: 7 Days at a time
Subjects: Consumer behavior : Cross-cultural studies.;

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.