1. Analyzing the Cultural Diversity of Consumers in the Global Marketplace
- Author
-
Alcantara-Pilar, Juan Miguel, Porcu, Lucia,, Crespo-Almens, Esmeralda,, Barrio-García, Salvador del,, Alcantara-Pilar, Juan Miguel, Porcu, Lucia,, Crespo-Almens, Esmeralda,, and Barrio-García, Salvador del,
- Subjects
- Consumer behavior--Cross-cultural studies, Marketing--Cross-cultural studies, Consumers--Cross-cultural studies
- Abstract
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.
- Published
- 2015