Analyzing the Cultural Diversity of Consumers in the Global Marketplace

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.

• | Author: Juan Miguel Alcántara-Pilar
• | Publisher: Business Science Reference
• | Publication Date: Apr 30, 2015
• | Number of Pages: 432 pages
• | Binding: Hardback or Cased Book
• | ISBN-10: 1466682620
• | ISBN-13: 9781466682627