Analyzing the Cultural Diversity of Consumers in the Global Marketplace

ISBN: 9781466682627 出版年：2015 页码：403 Juan Miguel Alcantara-Pilar Salvador del Barrio-Garcia Esmeralda Crespo-Almendros Lucia Porcu IGI Global

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.