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Marketing and Consumer Identity in Multicultural America

Marye C. Tharp

1 ratings by Goodreads
ISBN 10: 0761911030 / ISBN 13: 9780761911036
Published by Sage Publications, Inc, 2001
Used Condition: Good
From Better World Books: West (Reno, NV, U.S.A.)

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Ships from Reno, NV. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP92225315

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Bibliographic Details

Title: Marketing and Consumer Identity in ...

Publisher: Sage Publications, Inc

Publication Date: 2001

Book Condition:Good

Edition: 1st.

About this title


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.


". . . One of the most thorough examinations of multicultural marketing research to date. I feel that the book will fill a multicultural marketing communications need of both business practitioners and students." 

(Marilyn Roberts)

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

(Craig Kelley)

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