Transcultural Marketing

Transcultural Marketing

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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.They have designed a€œbest practicesa€ programs for the call centers that interface with VW customers and service ... the iPad feel of their infotainment screens.108 In 2007 the VW Jetta was voted one of the 12 most respected brands of Generation Y, ... However, important, too, were VWa#39;s green initiatives and its a€œfun to drivea€ motto for the Jetta.109 Tommy Hilfiger is ... Gen Y also has a strong social conscience and wants to know what companies are doing to address world problems likeanbsp;...

Title:Transcultural Marketing
Author:Marye Tharp
Publisher:Routledge - 2014-05-22


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