Marketing and Consumer Identity in Multicultural America

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9780761911036: Marketing and Consumer Identity in Multicultural America
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The lesson for marketers is clear: Traditional marketing techniques and single marketing campaigns will not effectively reach consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Using a variety of real-world examples and a rich set of data sources, Marketing and Consumer Identity in Multicultural America introduces students to the phenomenon of multiculturalism in America and examines its impact on consumer identity, consumer behavior, and marketing. In a straightforward, engaging style, Marye C. Tharp presents both the theoretical foundation and the practical tools necessary for marketers to thrive in a multicultural world.

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". . .an excellent starting place to understand vital and growing consumer segments in the U.S.A." 

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Marye C. Tharp
Published by SAGE Publications, Inc (2001)
ISBN 10: 0761911030 ISBN 13: 9780761911036
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Tharp, Marye C.
Published by SAGE Publications, Inc (2001)
ISBN 10: 0761911030 ISBN 13: 9780761911036
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