Transcultural Marketing: 1st Edition (Paperback) book cover

Transcultural Marketing

1st Edition

By Marye Tharp


402 pages

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Paperback: 9780765643001
pub: 2014-05-30
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Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.


"This book is a must read for anyone in the field of marketing today. Summing Up: Highly recommended. Upper-division undergraduates and above." N. E. Furlow, Marymount University, Choice

Table of Contents

1. Crossing Cultural Borders at Home: Transmigration 2. Who Do You Want to Be Today? Choosing Products, Creating Identities 3. Transcultural Marketing: Developing a Cultural Values Proposition 4. U.S. Hispanics: Cultural Roots Unite a Diverse Group 5. Age Differences Create Unique Consumer Subcultures 6. African Americans: Ethnic Roots, Cultural Diversity 7. Sexual Orientation as Community Boundary: LGBT Americans 8. Asian Americans: Realizing the "Asian-American Dream"

About the Author

Marye Tharp is a senior lecturer of marketing at the University of Texas in San Antonio, USA.She is the author of articles and books in the fields of international and multicultural marketing and marketing communication.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General