Analyzing the Cultural Diversity of Consumers in the Global Marketplace
- ISBN-10
- 1466682639
- ISBN-13
- 9781466682634
- Category
- Business & Economics
- Pages
- 404
- Language
- English
- Published
- 2015-04-30
- Publisher
- IGI Global
- Authors
- Juan Miguel, Alcántara-Pilar
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.
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