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Analyzing the Cultural Diversity of Consumers in the Global Marketplace on Hardback
Analyzing the Cultural Diversity of Consumers in the Global Marketplace on Hardback
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Analyzing the Cultural Diversity of Consumers in the Global Marketplace

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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 Biography:

Juan Miguel Alcántara-Pilar, University of Granada, Spain. Salvador del Barrio-García, University of Granada, Spain. Esmeralda Crespo-Almendros, University of Granada, Spain. Lucia Porcu, University of Granada, Spain.
Release date Australia
April 30th, 2015
Audiences
  • Postgraduate, Research & Scholarly
  • Undergraduate
Contributors
  • Edited by Esmeralda Crespo-Almendros
  • Edited by Juan Miguel Alcantara-Pilar
  • Edited by Lucia Porcu
  • Edited by Salvador del Barrio-Garcia
Pages
403
Dimensions
152x229x24
ISBN-13
9781466682627
Product ID
23323313

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