Book of Donmon Teith

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

"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for glo

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing meth

This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global mar

De Mooij argues that differences in consumer behaviour across countries are not decreasing, but increasing. This book provides empirical evidence that the need